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'  To  folks  who  live  on  printers'  ink. 


ABOUT  ADVERTISING 


AND    PRINTING. 


A     CONCISE,     PRACTICAL,     AND     ORIGINAL     MANUAL 


ART    OF    LOCAL   ADVERTISING. 


BY 

NATHANIEL    C.    FOWLER,   Jr., 
Manager  of  Advertising  and  Printing  Departments   of  Pope  Manufacturing  Co.,  Columbia  Bicycles. 


BOSTON: 

L.    BARTA   &   CO.,  PUBLISHERS, 

54  Pearl  Street. 

1SS9. 


If.mxsa. 


CONTENTS. 


"  The  many  things  amongst  as  many  pages.' 


PAGE 


Generally   - 

What  ? 1 1 


Newspapers 


Circulation  and  Rates 


37 


43 


Writing 47 

Puffs 53 

Outdoors 70 


Printinc; 


Type 


Engraving 


7: 


90 


94 


Novel 100 

Quotations 107 

Holiday 112 

Window  Dressing  and  Store  Decoration ,,     ...  115 

Samples 121 

Technics ijS 


Copyright,  i838, 
Bv  L.  BARTA  &  CO 


Press  of 

/..  Hart  a  <5t*  Co 

Boston. 


GENERALLY. 


"  To  the  point,  perhaps,  and  covering  lots  of  ground." 


Advertising  is  a  distinct  art,  as  much  so  as  the  art  of  coal  mining  or 
of  engine  building.  To  be  a  successful  advertiser  one  must  at  least  under- 
stand the  rudiments  of  that  science  which  to-day  is  so  little  studied  and  so 
little  understood. 

Any  one  can  write  an  advertisement,  and  almost  any  one  can  write  it  to 
please  the  advertiser;  but  often  the  advertisement  which  is  so  gratifying 
to  the  writer  will  hardly  attract  a  passing  notice  from  the  possible  customer. 
Whether  or  not  the  advertisement  be  pleasing  to  the  pride  of  the  writer 
or  advertiser  is  a  question  of  small'  consideration,  but  vital  importance 
hinges  upon  the  capacity  of  the  advertisement  to  attract  the  people,  and, 
by  .attracting  them,  gain  their  intelligent  attention,  which,  once  obtained, 
must  force  the  gist  of  the  advertisement  into  their  minds,  and,  if  they  be 
available  customers  to  the  line  advertised,  impress  upon  them  the  wisdom 
of  an  inspection  of  the  goods  advertised. 

Few  advertisements  sell  goods  directly.  The  burden  upon  an  adver- 
tisement is  to  draw  attention  to  the  store,  or  to  the  articles  there  for  sale, 
teaching  the  first  lesson  in  prospective  purchasing.  The  advertisement 
brings  people  to  the  store,  and  there  its  mission  stops  ;  —  then  success  in 
selling  depends  upon  the  quality  of  the  goods,  the  price,  and  the  salesman. 
But  let  me  emphatically  say  here  that,  in  the  evolution  of  selling,  to  the 
medium  which  brings  the  possible  customer  to  the  store  or  place  of 
business,  furnishing  the  always  difficult  to  forge  connecting  link  between 

5 


6  ABOUT  ADVERTISIXG. 

buyer  and  seller,  is  due  half  the  credit  of  the  sale  ;  and  the  world  over, 
inventive  genius  has  not  devised  a  substitute  for  legitimate  advertising. 

One  advertisement  well  written  and  well  displayed  is  worth  a  dozen 
indifferently  made  up  advertisements.  Effective  advertising  is  always 
distinctive,  sharp,  short,  pointed,  and,  above  all,  original. 

An  advertisement  should  be  a  public  announcement  of  a  fact.  A 
misleading  advertisement  never  paid  in  the  long  run,  and  seldom  in  the 
short  run.  Customers  are  not  fools  in  any  community.  When  told  by  a 
flaming  advertisement  that  dollar  goods  are  to  be  sold  for  a  quarter,  they 
begin  a  mental  calculation,  and  will,  ten  chances  to  one,  figure  it  out  that 
the  advertiser  lied  twice  as  much  as  he  really  did. 

If  the  advertisement  depart  from  the  truth  at  all,  let  it  be  in  under- 
estimating the  true  value  of  the  goods  advertised  ;  indeed,  it  is  good  policy 
to  occasionally  misrepresent  in  this  direction,  creating,  as  it  generally 
does,  a  healthy  surprise  on  the  part  of  the  purchaser,  resulting  in  increased 
confidence,  and  setting  in  circulation  a  sort  of  mouth-to-mouth  advertise- 
ment, which,  when  influenced  in  the  right  direction,  is  one  of  the  things 
to  be  encouraged. 

Avoid  the  everlasting  typographical  harangue  about  bargains.  The 
public  is  thoroughly  tired  of  reading  about  that  which  doesn't  often  exist, 
and  is  seldom  recognized  when  it  does.  Nobody  has  the  slightest  confidence 
in  a  bargain  store,  —  the  name  itself  is  a  libel  on  truthfulness. 

The  old  phrase  of  "  less  than  cost "  has  helped  to  cost  many  a  man  his 
reputation  and  business.  No  sensible  merchant  does  business  on  that 
basis,  and  printed  claims  that  he  does  so  are  transparent  lies,  pure  and 
simple ;  and  the  public,  be  it  ever  so  ignorant,  scents  a  printed  lie,  the 
more  so  when  it  is  surrounded  by  a  nest  of  misleading,  extravagant 
statements. 

Bargains  arc  the  clicstnuts  of  trade,  and  less-than-cost  goods  parodies 
on  nothing. 

Business  is  done  to  make  money  ;  everybody  knows  it  ;  and  it  is  useless 
to  attempt  to  deny  principles  of  trade  where  there  is  not  a  glimmer  of  a 


GENERALLY.  7 

chance  of  its  being  believed.  A  truthful  advertisement  is  worth  a  value 
in  any  market ;  a  falsifying  one  is  a  business  boomerang,  bringing  loss 
at  the  rebound. 

Do  not  copy  neighbors'  ideas.  Each  advertisement  should  be  new 
and  fresh,  and  it  is  well  to  preserve  an  identity  in  all  of  them  easily 
recognizable  as  peculiar  to  the  advertiser. 

An  advertisement  is  a  public  and  perfectly  refined  and  legitimate 
invitation  from  the  dealer  to  everybody ;  it  assures  a  cordial  welcome  to 
the  visitor;  it  is  an  infallible  sign  of  business,  enterprise,  and  life. 

If  the  advertisement  should  have  the  appearance  of  cordiality,  let  the 
reception  to  the  would-be  customer  be  made  more  so.  The  store  which 
advertises  places  itself  under  printed  obligations  to  the  public,  and  should 
be  ever  vigilant  of  that  which  is  due  the  guest  within  its  doors. 

The  dealer  may  not  be  recognized  within  the  self-made  portals  of  the 
local  aristocracy,  his  circulars  through  the  medium  of  the  mail  may  remain 
unopened ;  but  his  money  can  buy  a  place  within  the  pages  of  the  local 
paper,  and  his  name  and  trade  will  force  respectful  attention  if  his 
announcements  be  carefully  arranged. 

There  is  no  stratum  of  society  not  reached  and  influenced  by  adver- 
tising. The  bluest  blue-blooded  descendant  of  the  oldest  family,  who 
prides  himself  upon  his  impenetrability  from  things  common  and  com- 
monly, is  affected,  and  proves  that  he  is  by  saying  that  he  isn't.  In  no 
town  where  there  is  a  newspaper  can  there  exist  an  impregnable  spot. 

Many  an  unsuccessful  merchant  claims  and  believes  that  advertising 
does  not  pay  people  in  general,  and  himself  in  particular,  and  from  his 
experience  he  speaks  seemingly  reasonable  truth.  His  advertising  did 
not  pay.  So  might  the  farmer  complain  that  his  poor  seed  brought  no 
harvest.  The  fault  was  in  the  farmer  and  the  seed,  not  in  the  principles 
of  agriculture.  Advertising  does  pay,  and  will  pay ;  but  the  advertiser 
must  make  it  pay. 

Advertising  is  not  an  experiment,  nor  is  it  a  business  side  issue;  it  is 
a  part   of   the  paraphernalia  of   business    necessity,  to   be    studied    and 


8  ABOUT  AD  VER TISIXC. 

experimented  upon  as  one  studies  and  experiments  upon  the  other  depart- 
ments of  the  business  house.  If  it  does  not  pay,  it  is  simply  because  it  is 
misdirected.  The  colossal  fortunes  of  trade,  particularly  of  the  retail 
trade,  have  been  made,  and  are  today  being  made,  with  advertising 
recognized  as  one  of  the  important  and  essential  factors  of  the  success. 

Advertise  goods,  not  the  men  who  sell  them.  The  public  care  about 
the  reputation  of  the  firm,  and  that  is  about  all  ;  beyond  that  the  firm 
name  is  but  a  name  of  place.  That  which  is  advertised  attracts  and  holds 
attention.  If  one-half  of  the  space  is  used  for  the  firm's  name,  nine- 
tenths  of  that  half  is  wasted.  The  name  and  address  at  the  bottom,  in 
small,  clear  letters,  give  the  personal  information  ;  it  should  not  be  a  part 
of  the  advertisement  proper,  simply  a  necessary  finish  at  the  end. 

It  is  easy  to  lose  money  by  poor  advertising,  just  as  easy  as  it  is  to 
lose  money  through  any  other  blundering  movement;  and  as  advertising 
is  one  of  the  recognized  departments  of  business,  it  is  as  easy  to  make 
money  by  it  as  to  make  money  out  of  the  proper  conduction  of  any  other 
part  of  the  business.  The  intelligent,  shrewd  attention  which  is  given  to 
selling  should  include  advertising. 

Generally  speaking,  spasmodic  advertising  is  as  silly  as  spasmodic 
eating.  To  expect  a  single  advertisement  to  pay  is  as  foolish  as  to  hope 
to  grow  fat  from  the  spoils  of  one  dinner. 

Persistent  advertising  is  absolutely  necessary  to  success.  The  sub- 
stance of  a  year's  advertising  cannot  be  done  up  into  a  single  ball,  and 
fired  at  one  loading.  The  advertiser  whose  advertisement  appears  to-day 
and  is  out  to-morrow,  generally  is  out  of  trade  both  days.  The  man  who 
expects  to  put  ten  dollars  into  an  advertisement  and  get  it  back  before  the 
ink  is  dry  upon  the  paper  which  holds  it,  is  as  badly  deceived  as  is  the  one 
who  depends  upon  getting  his  money  for  the  season's  crops  before  the 
tops  are  an  inch  out  of  the  ground.  The  benefits  of  advertising  are 
indirect  more  than  direct. 

Do  not  begin  to  advertise  unless  it  be  the  intention  to  stick  to  it  for 
three  months   at  least.     The  first   month  will   tell  the   people   that    the 


GEAE  RALLY.  9 

advertiser  is  somewhere;  the  second  month,  that  he  is  doing  business 
and  has  something  to  sell ;  the  third  month,  that  he  is  worth  calling  upon. 
If  it  be  expected  that  a  single  month's  advertising  will  do  any  real  good, 
somebody  is  mistaken,  except  in  exceptional  exceptions. 

Prosperous  advertising  means  regular  continuous  advertising.  The 
stopping  of  an  advertisement,  even  for  a  while,  brings  a  liability  of 
counteracting  the  success  already  acquired  during  the  time  the  advertise- 
ment was  running. 

To  take  the  advertisement  out  of  the  paper  during  the  so-called  dull 
times  is  about  as  bad  as  to  stop  feeding  the  horse  because  the  present 
weather  is  unsuitable  for  using  him. 

The  dull  season  is  often  the  most  advantageous  time  to  push  the  trade ; 
and  here  the  influence  of  advertising  is  strongly  felt. 
y^  If  there  be  nothing  particularly  new  to  advertise,  there  is  not  a 
particle  of  need  of  temporarily  withdrawing  the  advertisement.  Develop 
ingenuity,  dust  up  the  old  things,  make  them  look  like  new,  put  life  into 
the  business,  strike  for  trade,  advertise,  make  trade  lively  by  being  lively. 
Any  ordinary  man  can  sell  goods  when  folks  want  to  buy.  The  total 
profit  on  the  balance  sheet  at  the  end  of  the  year  depends  largely  upon 
the  sales  of  the  so-called  dull  season.     There  is  no  dull  season  in  a  live 

store. 

Do  not  infer  that  I  believe  that  all  lines  of  trade  should  give  the  same 
attention  and  amount  to  advertising  the  year  around,  for  it  certainly 
would  be  foolish  for  the  manufacturer  of  ice-skates  to  push  his  retail 
business  during  the  iceless  days  ;  or  for  the  base  ball  maker  to  try  to  sell 
his  wares  when  the  ball  ground  is  white  with  snow.  I  refer  solely  to  the 
alleged  dull  season  when  general  trade  is  generally  said  to  be  generally 

•    dull. 

There  are  few  lines  of  trade,  however,  which  can  afford  to  entirely 
withdraw  the  advertising  during  any  part  of  the  year.  While  the  so-called 
out-of-season  advertising  is  pretty  certain  not  to  assist  direct  sales,  it  is 
generally    advantageous  to  run   a  moderate    sized    card   throughout    the 


lO  ABOUT  A Dl 'ERTISIXG. 

year;  for  it  is  seldom  safe  policy  to  give  the  public  the  slightest  opportunity 
to  forget  the  advertiser,  even  during  the  non-purchasing  season.  Economy 
in  advertising  is  to  be  practised,  but  economy  does  not  mean  annihilation. 

All  being  equal,  the  larger  the  advertisement,  the  more  it  will  be  read ; 
but  an  attractive,  well-written,  small  advertisement  will  do  more  good  than 
a  poorly-written  one  of  three  times  its  size.  In  advertising,  both  quality 
and  quantity  count,  especially  the  former. 

Lack  of  competition  is  no  excuse  for  lack  of  advertising.  The  store 
which  is  fortunate  or  unfortunate  enough  to  be  the  only  one  of  its  class  in 
town,  has  need  of  advertising  to  inform  the  public  that  it  exists  at  all ;  and 
persistent,  liberal  advertising  is  one  of  the  best  preventatives  for  coming 
competition. 

A  merchant  expects  to  sell  say  twenty-five  thousand  dollars'  worth  of 
merchandise  in  a  year,  at  a  profit  of  twenty  per  cent.,  or  five  thousand 
dollars.  His  expenses  amount  to  half  of  it,  giving  a  net  profit  of  twenty- 
five  hundred  dollars.  It  is  perfectly  reasonable  to  presume  that  from  fifty 
to  one  hundred  per  cent,  more  business  can  be  done,  if  trade  can  be 
secured,  without  proportionately  increasing  the  expenses. 

Good  business  principles  will  allow  a  large  percentage  for  the  obtaining 
of  additional  trade.  A  part  of  the  prospective  gain  must  be  paid  for  in 
printer's  ink.  Advertise,  and  always  invest  a  good  proportion  of  the 
extra  profit  in  additional  advertising. 

Advertising  is  casting  business  bread  upon  the  business  waters,  which 
returns  in  business  profits  ;  perhaps  not  every  time ;  but  in  the  philosophy 
of  the  mercantile  sea  the  tide  of  profit  as  often  flows  as  it  ebbs,  and 
printer's  ink  is  the  only  oil  which  can  stay  the  breaking  of  a  panicky  wave. 


WHAT? 


"  Of  what  so  many  people  want,  if  they  but  knew  about  it." 


Anything  which  will  sell,  particularly  if  it  be  sold  at  retail,  can  be 
advantageously  advertised.  Everybody  reads,  everybody  buys.  The 
proportion  of  space  and  money  to  be  used  depends  entirely  upon  the 
article,  the  class  of  people  who  buy  it,  and  the  quality  and  quantity  of  the 
purchasing  field. 

This  chapter  is  sub-divided  into  trade  classifications  simply  for  con- 
venience. 

What  is  said  under  any  classification  applies  more  or  less  to  all  of  the 
others,  and  the  entire  contents  of  the  book  are  intended  to  apply  to  every  trade 
and  profession.  This  chapter  is  then  presented  as  a  sort  of  explanatory 
index  to  assist  in  ntilizing  the  general  substance  of  the  book. 

The  classifications  include  the  majority  of  the  leading  lines  of  retail 
trade,  and  may  be  easily  adapted  to  any  unmentioned  line  of  business. 

Agricultural  Implements  and  Seeds  are  of  course  largely  sold  to  the 
farmer,  and  should  be  extensively  advertised  ;  beginning  not  later  than 
two  months  before  the  articles  can  be  used.  It  is  generally  advisable  to 
keep  a  small  card  in  the  local  papers  during  the  entire  year.  Write  the 
advertisement  specifically,  not  generally.  Do  not  bunch  the  things  up ; 
but  it  is  always  well  to  close  the  advertisement  with  some  such  expression 
as,  "  Everything  the  farmer  wants  always  in  stock."     Advertise  a  hay- 

11 


12  ABOUT  A Dl 'ER T/SIA 'G. 

rake  one  time,  a  corn-sheller  the  next.  An  entire  column  may  be  advan- 
tageously filled  with  the  advertisement  of  shovels  of  various  sizes  and 
styles.  Folks  will  wonder  why  so  much  space  is  used  for  so  insignificant 
an  article  as  a  shovel,  but  every  farmer  and  man  with  a  yard  uses  a  shovel, 
and  wonderment  will  help  considerably  in  influencing  them  to  inspect 
"that  shovel  which  is  being  advertised  so  much;"  and  before  they  go 
out  of  the  store  the  shovel  may  be  the  smallest  of  several  purchases. 

Architects  cannot  with  propriety  advertise  extensively.  Indeed,  the 
architect's  best  advertisement  is  the  house  he  builds,  supplemented  with 
a  neat  card  in  the  local  papers.  The  shrewd  architect  will  see  to  it  that 
the  press  gives  him  full  credit  for  the  building,  not  in  a  puffy  way,  the 
praise  to  be  entirely  directed  towards  the  work,  the  architect's  name 
appearing  incidentally.  Architects  may  find  it  profitable  to  issue  small 
pamphlets  or  "tracts,"  each  devoted  to  the  treatment  of  some  line  of 
architectural  work,  such  as  "About  Mantels,"  "  Artistic  Doors,"  "  Unique 
Mouldings,"  "The  Ideal  Dining-room,"  "The  Perfect  Hall." 

Artists'  advertising  ranks  about  on  a  par  with  that  of  the  architect. 
The  artist  should  cultivate  the  friendship  of  newspaper  men,  and  use  their 
influence  to  keep  his  pictures  from  being  "too  much  unspoken  of." 

Auctioneers  should  advertise  for  property  to  sell  in  order  to  be  able 
to  advertise  it  for  sale.  The  advertisement  of  a  sale  should  be  explicit, 
with  a  free  use  of  all  commendable  and  truthful  adjectives.  The  word 
"  auction "  attracts  people,  and  should  be  printed  in  large  type,  to  be 
immediately  preceded  or  followed  by  a  head-line  description  of  the 
property  to  be  sold,  such  as  "  An  Elegant  Residence,"  "  A  Comfortable 
Home,"  "A  Charming  Country  Seat,"  "A  First-Class  Farm,"  "A  Hand- 
some Four-Story  House."  The  auctioneer  should  request  a  full  descrip- 
tion of  the  property  to  appear  once  or  twice  in  the  reading  columns  of  the 
local  papers  before  the  sale,  and  have  a  report  of  the  sale  appear  after  it 
has  taken  place  ;  auctioneer's  name  always  being  mentioned. 


WHA  T?  13 

Bakers  should  advertise  specialties  almost  exclusively,  such  as,  "  Our 
Brand  of  Cream  Bread,"  "Hot  Muffins,"  "Home-Made  Brown  Bread," 
"  Wheat  Gems,"  "  Old  Fashioned  Ginger  Bread."  If  possible,  originate  a 
specific  name  for  some  line  of  food,  as  "  White  Cloud  Biscuits  for  Tea," 
and  push  that  article  continuously  until  another  and  better  one  is 
discovered. 

Banks  will  find  it  beneficial  to  announce  exchange,  drafts,  etc.  ;  and  if 
located  in  the  larger  places,  can  attract  new  business  by  constantly 
keeping  the  name  before  the  public,  occasionally  printing  the  names 
of  the  officials  and  directors.  Savings  banks  should  carry  an  unob- 
trusive standing  card  in  the  local  papers,  and  statistical  articles,  show- 
ing the  value  of  systematic  saving,  can  be  easily  placed  by  influence, 
gratuitously,  into  the  local  papers,  with  the  name  of  the  bank  incident- 
ally mentioned,  if  the  small  card  of  the  bank  be  running  in  the  advertising 
columns. 

Barbers  may  find  profitable  semi-humorous  advertising,  using  such 
head  lines  as  "  He  Slept  While  I  Shaved  Him,"  "The  Chair  of  Luxury," 
-  Never  Against  the  Grain,"  "  Hair  Cut  While  You  Wait,"  "  Hair  Lifting 
to  Order,"  "  A  Sand  Papered  Shave."  The  condition  of  the  shop  should 
always  be  as  neat  and  attractive  as  the  advertisement. 

Bicycles,  Guns,  and  Sporting  Goods.  Local  agencies  or  stores  will 
find  local  advertising  a  decided  aid  in  increasing  sales ;  indeed,  with  the 
opening  of  the  store,  or  agency,  advertising  alone  will  inform  people  that 
such  arUcles  are  for  sale  in  town.  Bicycles,  at  least  eight  months  in  the 
year,  should  be  advertised  to  the  extent  of  a  card  in  the  local  papers  of 
from,  say  two  to  six  inches  ;  and  the  advertisement  should  be  changed 
every  week,  if  possible,  and  a  little  attention  will  make  it  possible  to  make 
such  changes.  Cultivate  the  acquaintance  of  local  newspaper  men,  and 
whenever  a  machine  of  the  same  make  as  the  agent  sells  is  the  first  to 
cross  the  tape,  obtain  mention  of  the  name  of  the  machine  in  the  local 


14  ABOUT  ADVERTISIXG. 

report  of  the  contest.  A  simple  mention  of  the  name  of  the  machine 
ridden  by  the  winner  is  generally  more  effective  than  an  indiscriminate 
effusion  of  adjectives,  which  discloses  the  cat-in-the-meal  even  to  the  most 
ignorant  reader.  Aid  in  creating  so  much  interest  in  cycling  matters  that 
the  local  papers  will,  at  the  suggestion,  print  regular  cycling  notes,  as 
news  matter  ;  and  among  these  notes  it  is  very  easy  to  secure  more  or 
less  mention  of  the  machine  sold  without  its  having  the  appearance  of 
being  an  advertisement.  Encourage  bicycle  meets  and  races,  organize 
clubs,  and  interest  agricultural  fair  managers  in  having  bicycle  races  a 
part  of  the  out-door  attractions  of  the  fair,  and  offer  to  take  charge  of  the 
event  without  expense  to  the  fair  association.  Guns  and  other  sporting 
goods  require  about  the  same  amount  of  local  advertising  as  do  bicycles, 
and  are  always  certain  to  furnish  considerable  material  for  local  mention. 
Shooting  contests  are  of  public  interest,  and  a  simple  mention  of  the 
name  of  the  gun  or  pistol  used  in  the  account  of  the  match,  does  not  have 
the  appearance  of  advertising,  and  yet  impresses  the  public  with  the  value 
of  the  arms  used.  Do  not  state  that  the  gun  is  the  best  made,  in  so  many 
words,  simply  print  the  remarkable  scores  made  with  it.  Speak  about  the 
scores  made  by  crack  sportsmen  with  the  gun  to  be  sold,  and  that  every 
member  of  some  prominent  rifle  team  use  the  gun  entirely.  Furnish  rifle 
news  to  the  local  papers,  with  occasional  mention  of  the  arms  used.  Do 
not  say  directly  that  the  base  balls  sold  by  the  agent  will  outwear  any 
other  base  balls  made,  simply  mention  to  the  public  that  such  a  local  club 
will  use  no  other  make  of  balls.  Fishing  tackle  is  worthy  of  special 
advertising,  preceding  and  during  the  fishing  season.  Vary  the  substance 
of  the  advertisement  to  fit  the  demands  of  all  classes  and  ages  of  fisher- 
men. The  advertisement  of  all  sporting  goods  should  begin  in  the  local 
papers  one  or  two  months  preceding  the  active  selling  season,  and  should 
continue  close  up  to  the  closing  of  the  last  month  in  which  the  articles 
can  be  used.  The  advertisement  should  never  occupy  a  less  space  than 
two  inches,  and  frequently  as  much  as  a  half  a  column  can  be  advanta- 
geously used. 


WHA  T?  15 

Boots  and  Shoes  are  worn  by  everybody,  consequently  customers 
are  legion.  The  retail  trade  will  support  any  reasonable  amount 
of  advertising.  Advertise  rubbers  as  near  to  wet  weather  as  is 
possible.  When  school  opens  have  a  good  deal  to  say  about  "school 
shoes."  When  vacation  begins  let  people  know  where  tennis,  yachting, 
hunting,  or  bicycling  shoes  can  be  procured.  See  that  the  cold  weather 
does  not  get  ahead  of  the  announcement  that  the  winter's  stock  is  all  in, — 
provided  it  is.  Advertise  foot-wear  to  fit  not  only  all  sizes  of  feet  and 
all  tastes  of  people,  but  all  seasons  and  occasions,  and  spring  upon  the 
public  the  right  kind  of  shoe  at  the  ripest  time  for  selling  it. 

Carpet  advertising  should  be  written  largely  to  please  the  ladies.  The 
woman  who  is  not  influenced  by  a  well-written  carpet  advertisement  never 
had,  or  will  have,  a  carpet  about  the  house.  Advertise  one  style  of  carpet 
at  a  time  ;  then  try  rags  ;  then  straw-matting,  if  in  its  season.  If  there 
be  in  stock  a  particularly  fine  pattern,  make  the  people  appreciate  it  if  it 
takes  a  month  to  do  it.  Tell  how  it  is  made  ;  ask  the  local  press  to  describe 
the  intricate  mechanism  of  the  loom  which  weaved  it.  Advertise  warm 
carpets  and  rugs  in  winter,  and  cool,  clean  matting  in  summer.  When 
trade  is  dull  buy  a  hundred  or  so  pretty  rugs,  and  advertise  them  at  a 
price  little,  if  any,  more  than  they  actually  cost, —  but  on  no  account  say 
that  they  are  sold  for  cost  or  less  than  cost.  Let  the  customer  unaided 
be  surprised  at  the  quality  for  the  money.  It  is  an  object  to  get  people 
into  the  store  even  if  they  do  not  immediately  purchase,  or  their  purchase 
bring  no  direct  profit  ;  and  there  are  times  during  the  year  when  special 
pushing  is  needed  to  keep  the  clerks  busy.  Every  customer  drawn  by  the 
advertisement  of  the  rugs  is  liable  to  be  a  customer  for  something  else, 
and  before  the  year  is  out  a  permanent  one. 

Carriages  need  a  moderate  amount  of  continuous  advertising,  with  a 
marked  increase  during  two  or  three  months  of  the  year.  See  that  the 
local  press  mentions  the  sale  of  a  vehicle  to  a  prominent  business  man, 
clergyman,  doctor,  or  lawyer.     Parade  the  good  qualities  of  some  style  of 


l6  ABOL  'T  ADVERTISIXC. 

carriage,  point  by  point,  week  by  week.  In  a  carriage  advertisement  the 
quality,  ease,  and  appearance  of  the  vehicle  are  more  attractive  to  the 
would-be  customer  than  the  price,  yet  the  price  helps. 

Clothing  Readv-Made  admits  of  the  most  extensive  of  advertising. 
No  department  of  retail  trade  suffers  more  from  competition,  and  wher- 
ever competition  is  there  must  be  competitive  advertising.  I  do  not 
recall  a  single  prosperous  retail  clothing  house  which  advertising  has  not 
materially  aided  in  building  up,  and  which  is  not  holding  its  trade  largely 
through  the  instrumentality  of  printer's  ink.  The  opportunity  of  the 
retail  clothing  dealer  for  originality  in  advertising  is  exceptionally  good. 
Retail  clothing  can  be  advertised  with  dignity,  or  lack  of  dignity,  of 
course  within  the  lines  of  propriety.  The  service  of  the  printer,  the 
poet,  the  artist,  the  bill-poster,  and  the  sign-painter  can  all  be  utilized. 
There  is  no  type  too  big  to  boom  the  wear  and  fit  of  ready-made  clothing. 
Be  careful  not  to  give  cause  for  saying  that  there  is  more  quality  in  the 
advertisement  than  on  the  counter.  The  majority  of  mankind  purchase 
not  exceeding  two  suits  a  year,  and  generally  in  the  spring  and  autumn ; 
but  do  not  fall  into  the  fatal  error  that  advertising  of  clothing  shall  be 
limited  to  the  few  months  of  the  lively  selling  season.  The  shrewd 
clothing  dealer  strikes  for  trade  when  no  one  is  commonly  supposed  to 
be  buying,  and  from  all  quarters  of  the  town  come  men  and  boys  who 
have  put  off  buying  that  suit  of  clothes,  and  were  unconsciously 
waiting  for  an  invitation  to  purchase  ;  and  the  off-season  advertising  store 
gets  the  bulk  of  that  waiting  trade,  often  new  customers. 

Coal  and  Wood  are  always  used  and  always  in  demand,  and  require 
continuous  advertising,  Just  preceding  the  coming  of  the  cold  months, 
the  trade  being  livelier,  the  advertisement  should  be  larger ;  but  the 
advertisement  should  never  be  temporarily  discontinued.  Coal,  being 
neither  artistic  nor  pretty,  must  be  sold  on  its  intrinsic  value  ;  conse- 
quently advertise  that  each  ton  weighs  a  ton,  that  it  is  all  coal,  that  the 
sidewalk  is  never  left  dirty,  that  prompt   delivery   is  guaranteed.     When- 


WHAT?  17 

ever  possible  advertise  a  specific  grade  of  coal,  especially  adapted  to  the 
kitchen  stove,  or  to  the  parlor  grate,  or  to  the  furnace.  Let  that  grade  of 
coal  be  honored  by  an  appropriate  or  well-sounding  name  ;  as  "Forest  City 
Coal,"  "  Clinkerless  Coal,"  "Peerless  Coal."  It  is  necessary  that  this 
special  grade  of  coal  be  a  superior  article,  and  worthy  of  all  that  is  said 
of  it. 

Confectionery  stores  have  grown  to  be  a  part  of  the  business  life  of 
every  populous  town.  They  require  continuous  advertising  of  fair-sized 
space  in  the  local  papers,  say  from  two  to  six  inches.  Advertise  some 
particular  line  of  sweets,  as  "  Old-Fashioned  Molasses  Candy,"  "  Our 
Own  Chocolate  Creams,"  "Mother  Carey's  Sticks,"  "  La  La  Kisses."" 
The  candy  should  be  just  as  represented,  and  freshness  is  essential. 
Place  considerable  stress  upon  purity  ;  the  mother's  confidence  in  a 
candy  store  is  regulated  by  that  one  quality  more  than  by  all  the  others. 
Originate  some  delicious  kind  of  inexpensive  candy,  sell  it  at  the  lowest 
price  consistent  with  profit,  and  use  it  as  the  advertising  leader,  for  a 
month  or  more.  Announce  that  the  work  rooms  are  always  open  for 
inspection,  and  keep  them  in  a  presentable  condition.  People  like  to 
know  how  candy  is  manufactured ;  it  costs  nothing  to  gratify  them  in  this 
direction,  and  it  does  help  the  sales. 

Crockery,  Glass,  and  Lamps  can  be  advertised  about  as  many  ways 
as  the  variety  of  their  manufacture.  Lamps  may  boast  of  a  limited 
special  selling  season,  but  crockery  and  glass  are  always  marketable. 
Keep  a  big  advertisement  going  all  of  the  time.  Always  have  something 
to  say  about  this  beautiful  set,  or  that  serviceable  ware.  Change  the 
advertisement  so  often  that  folks  will  believe  that  the  dish  trade  is 
limitless,  and  so  it  is.  Manipulate  a  run  on  goblets,  a  panic  on 
decorated  tea  sets,  a  rush  on  pitchers,  a  hurrah  on  platters.  Do  not  let 
a  week  go  by  without  hunting  up  some  line  of  regular  stock,  and  push- 
ing it  specially.  Instead  of  interfering  with  regular  sales,  it  will  make 
them  livelier. 


1 8  ABOUT  ADVER TISLXG. 

Dentists  must  advertise  to  suit  the  style  of  the  town  and  the  style  of 
the  people  they  cater  to.  The  ethics  of  some  towns  will  not  permit  the 
burning  of  professional  red-fire,  while  others  will  happily  absorb  all  one 
chooses  to  give  it.  Generally,  however,  any  dentist  can  safely  insert  his 
professional  card  in  the  local  papers,  and  make  brief  mention  of  any 
dental  specialty.  Some  dentists  find  it  profitable  to  "  bill  the  town,"  so 
to  speak,  and  there  can  be  no  real  objection,  save  the  more  or  less  damage 
to  technical  professional  reputation. 

Doctors,  if  of  the  regular  school,  must  confine  themselves  to  single 
cards  in  the  local  papers  and  refined  printed  announcements,  and  even  these 
are  sometimes  out  of  taste  in  large  cities.  Good  will  and  favors  to 
newspaper  men  may  result  in  personal  items  about  certain  successful  and 
difficult  cases,  which  cannot  lower  the  professional  dignity,  while  they  go 
far  towards  establishing  the  reputation  of  the  physician. 

Dressmakers  have  the  local  field  of  women  ;  and  moderate,  modest, 
tasty,  and  brief  advertising  often  materially  aids  in  gaining  patrons. 
Read  the  fashion  periodicals  thoroughly,  and  if  possible  announce  the 
metropolitan  fashions  in  advance  of  competitors. 

Druggists  should  do  considerable  local  advertising,  the  diversity  of 
their  business  admitting  of  many  specialties.  No  reliable  first-class 
druggist  will  push  the  sale  of  any  proprietary  medicine,  excepting  simple 
home-made  remedies  for  colds,  coughs,  bowel  complaints,  burns,  toothache, 
corns,  and  the  like.  If  the  articles  have  merit,  extensive  local  advertising 
will  bring  and  hold  profitable  trade.  Vary  the  advertisements  to  fit  the 
physical  needs  of  the  season.  In  the  advertising  of  medicines  be  careful 
not  to  follow  the  extravagant  style  of  most  of  the  patent  medicine  dealers. 
The  volume  of  the  druggist's  local  legitimate  trade  depends  upon  his 
reputation.  The  prescription  department  can  often  be  advertised,  and 
there  are  times  when  even  a  soda-water  trade  can  be  increased  by  local 
advertisincr. 


WHAT?  19 

Dry  Goods  can  be  as  extensively  and  advantageously  advertised  as  any 
line  of  trade.  In  variety  and  price  they  are  limitless.  A  year's  steady 
advertising,  touching  but  one  article  at  a  time,  will  not  exhaust  the 
principal  staple  goods  to  be  found  upon  the  counters  of  a  first-class  dry- 
goods  store.  I  do  not  mean  the  inference  to  be  drawn  that  the  same 
article  should  be  touched  upon  but  once  a  year,  for  it  is  well  known  that 
continually  hammering  away  at  the  same  goods  is  often  to  be  recommended  ; 
but  remember  not  to  strike  all  of  the  blows  with  the  same  hammer,  or 
with  the  same  measure  of  stroke.  Several  new  and  taking  advertise- 
ments can  be  easily  written  on  the  same  grade  of  shawl,  and  the  marvellous 
diversity  of  dress  goods  admits  of  innumerable  announcements,  similar 
yet  different.  If  possible,  advertise  one  article  at  a  time,  if  necessary 
returning  to  it  after  long  or  short  intervals.  Do  not  attempt  to  explode 
all  there  is  in  the  stock  at  one  blast.  If  the  good  words  about  one  line  of 
goods  can  be  driven  into  the  reader  at  each  loading,  be  content.  Make 
one  day  a  napkin  day,  another  a  sheet  and  pillow-case  occasion,  another 
devoted  to  hosiery,  another  to  underwear,  another  to  dress  patterns. 
Make  the  advertisement  personal,  direct,  short,  pointed,  original.  Have 
something  interesting  to  say,  and  say  it  as  briefly  as  intelligible  words 
can  tell  it.  Make  every  announcement  a  pressing  invitation  to  every- 
body. Do  not  boldly  urge  people  to  come,  simply  invite  them ;  but  there 
must  be  real  life  in  the  invitation.  A  confidential,  personal  reading 
article  sort  of  an  announcement  is  unique,  and  to  be  recommended  for 
frequent  use.  Write  it  as  one  would  write  a  letter  to  a  friend,  describing 
briefly  and  pointedly  some  particular  line  of  goods.  It  must  be  the 
personification  of  honesty,  and  in  it  should  be  veins  of  friendly  kindliness 
and  voluntary  advice.  Set  it  in  Roman  type  not  smaller  than  pica,  with 
no  display,  and  little  capitalization. 

Fancy  Goods  when  sold,  as  they  usually  are,  at  the  dry-goods  stores, 
properly  come  under  the  firm's  general  advertising.  A  store  which  deals 
in  fancy  goods  exclusively,  has,  however,  ample  opportunity  for   original 


20  ABOUT  ADVERTISING. 

and  attractive  advertising  in  the  description  of  the  variety  of  goods 
constantly  in  stock.  The  one-idea-at-a-time  rule  should  be  generally 
followed,  and  the  fluctuations  of  the  thermometer  should  influence  the 
arranging  of  the  advertisements  of  seasonable  articles.  Endeavor  to  carry 
some  especially  attractive  line  in  stock,  which  would  be  peculiarly  adapted 
to  being  advertised.  About  a  quarter  of  a  column  should  be  running 
continuously,  and  occasionally  it  would  be  advisable  to  use  a  much  larger 
space.  Have  the  advertisement  as  tastily,  as  freshly,  and  •  as  handsomely 
arranged  as  the  goods  in  the  store. 

-4-  Fish  should  be  advertised  all  the  year  around.  Few  opportunities 
occur  to  boom  fish  by  special  advertising,  but  a  moderate-sized  fresh 
advertisement  of  fresh  fish,  oysters,  clams,  and  the  like,  is  recommended. 
The  first  arrival  of  oysters,  lobsters,  blue  fish,  or  other  fish  of  seasons, 
furnishes  opportunity  for  limited  special  advertising,  and  an  unusual  catch 
of  trout  or  other  game  fish,  admits  of  a  little  boom  in  printer's  ink.  Such 
an  event  is  news,  and  the  local  papers,  provided  some  advertising  be  given 
them,  are  always  ready  to  print  as  local  matter  a  reasonable  account,  with 
the  dealer's  name  attached,  of  the  catch  or  arrival. 

Five  and  Ten  Cent  stores  are  now  recognized  as  a  legitimate  part  of 
the  local  business  of  every  town  of  fair  size.  Their  success  largely 
depends  upon  well  directed,  catchy,  and  extensive  advertising.  The 
advertisement  should  be  never  less  than  six  inches,  and  frequently  a  column 
or  more  can  be  used  to  advantage.  Do  not  advertise  more  than  two  or 
three  articles  at  a  time,  and  let  those  articles  be  of  positive  utility,  and  to 
be  sold  at  the  lowest  possible  prices  consistent  with  profit.  The  almost 
limitless  variety  of  goods  in  stock  admits  of  fresh  and  seasonable 
advertisements  sure  to  interest  the  majority  of  families.  Each  line  of 
goods  should  be  generally  advertised  as  extensively  as  lines  of  similar 
goods  are  advertised  at  the  higher  priced  stores,  but  there  may  be  in  the 
advertisement     a     sort    of    bombastic     swing    hardly     allowable     in    the 


WHAT?  21 

advertisements  of  the  higher  priced  stores.  Five  cent  stores  should  sail 
with  all  the  canvas  set,  provided  every  sail  is  full  of  wind  ;  in  fact,  a 
reasonable  amount  of  wind  is  to  be  encouraged. 

Florists  will  find  moderate  and  continuous  advertising  profitable, 
with  occasionally  larger  advertisements.  Fortunate  is  the  florist  who  can 
agitate  a  run  on  some  particular  flower,  if  he  have  plenty  of  them.  If 
possible,  advertise  one  kind  of  flower  at  a  time.  Announce  that  some 
particular  flower  is  now  worn  extensively  by  fashionable  people,  if  it  is. 
Watch  the  reports  of  weddings  or  receptions  which  constantly  appear 
in  the  society  papers  of  the  larger  cities  ;  note  the  flowers  worn,  and 
obtain  favorable  notices  about  them  in  the  local  papers,  and  be  sure  that 
the  article  mentions  that  the  florist  is  carrying  a  quantity  of  this  fashion- 
able flower.  See  to  it  that  the  local  newspapers  give  ample  notice  of  all 
elaborate  floral  designs,  which  show  the  taste  and  originality  of  the 
florist. 

nC^  Flour  and  Grain  stores  should  run  a  moderate  sized  card,  say  from 
two  to  six  inches,  in  the  local  papers,  throughout  the  year ;  and  at  least 
twice  a  year,  for  periods  of  a  month  or  so,  increase  the  advertising  to 
double  or  more  the  usual  space.  If  possible,  advertise  a  special  brand 
of  flour,  under  an  original  name,  perhaps ;  and  see  to  it  that  that  adver- 
tised brand  of  flour  is  as  good,  or  better,  than  the  advertisement 
claims.  Special  advertising  on  grain  should  begin  early  enough  to 
precede  the  grain  selling  season,  and  continue  for  fully  a  month  subse- 
quent to  the  opening  of  the  season  ;  returning  of  course  to  the  usual  sized 
advertisement. 

Fruit  is  an  article  of  variableness,  and  there  are  but  few  retail  stores 
devoted  exclusively  to  the  fruit  trade  that  can  afford  to  advertise  more 
than  very  moderately.  Fruit  is  usually  sold  at  the  other  stores,  and  in 
connection  with  other  perishable  goods,  forms  a  speciality  to  be  advertised 
in  its  season. 


22  ABOUT  ADVERTISING. 

Furnishing  Goods  for  gentlemen  admit  of  considerable  continuous 
advertising.  The  advertisement  should  each  time  be  directed  towards 
some  special  line,  as  of  shirts,  neck-ties,  or  stockings.  A  run  on  shirts  is 
recommended  for  any  season  of  the  year,  and  on  colored  shirts  with  the 
opening  of  warm  weather.  Light-weight  stockings  are  articles  of  interest 
to  gentlemen  during  the  warmer  months,  and  thick  underwear  is  an 
opportune  article  for  special  advertising  when  fall  is  waning.  Lawn  or 
other  summer  ties  are  catchy  advertising  subjects  in  the  season  ;  and  a 
special  sale  of  suspenders  is  constantly  open  to  the  grasping.  A  week 
should  not  pass  without  something  new,  or  made  to  look  like  new,  in  the 
advertisements. 

Furniture  is  decidedly  one  of  the  best  articles  to  be  boomed  by 
advertising.  Address  the  advertisement  to  the  family,  particularly  to  the 
female  portion  of  it.  Use  considerable  space,  big  type,  plenty  of  catch 
lines,  and  all  justifiable  adjectives.  Have  much  to  say  about  the  strength 
of  the  furniture,  the  smoothness  of  its  finish,  and  of  its  other  woody 
characteristics.  Make  an  occasional  run  on  chamber  sets ;  a  special 
advertisement  can  easily  be  written  for  each  particular  set.  Boom  chairs ; 
expatiate  upon  the  stiffness  of  their  legs.  Parlor  beds  can  support  a  deal 
of  printer's  ink ;  so  can  chiffoniers  and  tables.  Keep  some  particular 
kind  of  furniture,  which  is  locally  new  and  of  superior  durability, 
constantly  before  the  public  ;  and  stake  the  reputation  upon  its  quality. 
Do  not  generally  advertise  more  than  one  article  at  a  time. 

Furs  are  closely  allied  to  the  hat  and  cap  trade,  and  admit  of  moderate 
and  dignified  advertising  during  the  winter  and  the  two  or  three  months 
preceding  it.  At  one  time  advertise  furs  of  a  quality  beyond  the  reach 
of  any  save  the  wealthy,  and  put  particular  stress  upon  the  expense  and 
quality  ;  then  announce  a  stock  of  furs  of  medium  quality  and  price  ;  and 
follow  with  advertisements  of  durable  furs  of  cheaper  quality  and  less 
price  ;  but  do  not  indicate  that  the  two  last  are  especially  adapted  to  the 
poorer  class  of  people. 


WHAT?  23 

Gas  and  Steam  Fitters  will  find  moderate  advertising  about  all 
that  will  be  profitable.  It  should  be  generally  limited  to  a  small 
continuous  card,  say  of  from  two  to  four  inches,  in  the  local  papers,  with 
at  least  monthly  changes.  Advertise  promptness,  and  exceed  it  in 
practice.  Announce  that  a  specialty  is  made  of  responding  to  emergencies, 
as  the  bursting  of  pipes  in  the  night  time. 

Gloves,  except  in  the  larger  cities,  are  sold  in  connection  with  other 
lines  of  goods,  and  form  an  excellent  subject  for  special  advertising. 
Advertise  gloves  to  fit  big  hands  and  little  hands.  There  are  winter 
gloves,  and  summer  gloves,  and  cheap  gloves,  and  other  kinds  of  gloves  ; 
some  of  season  and  some  without  season  ;  and  each  class  deserves  an 
entire,  special  advertisement. 

j(^  Grocers  need  never  stop  advertising.  The  multiplicity  of  the  stock 
in  trade  presents  something  fresh  for  every  week  in  the  year.  Advertise 
the  new  arrivals.  Start  a  molasses  run,  or  push  the  sale  of  canned  goods, 
for  a  change  ;  but  do  not  pretend  to  sell  less  than  cost.  Advertise  full 
weight,  and  verify  it. 

Hardware  should  be  moderately  and  continuously  advertised  by  a  card, 
say  from  two  to  four  inches,  in  the  local  papers.  The  principle  articles  in 
stock  need  occasional  extra  pushing,  and  give  opportunity  for  slight 
increase  in  advertising  space.  After  a  burglary  it  is  well  to  call  attention 
to  lines  of  locks  ;  and  there  are  other  things  which  are  opportune  for 
advertising  at  certain  occasions,  such  as  snow-shovels  in  winter,  and  wire 
screens  in  summer. 

Harnesses,  with  the  repair  shop,  generally  a  part  of  a  well-regulated 
harness  store,  require  little  extensive  advertising,  but  that  little  can  be 
made  profitable  to  the  dealer  or  maker,  and  needs  to  be  continuous. 
Whenever  possible,  advertise  some  particular  harness  of  undoubted 
quality. 


24  ABOUT  ADVERTISING. 

Hats  and  Caps  will  support  a  fair  amount  of  advertising,  which  should 
be  continuous,  Supplemented  with  occasional  enlargement.  The  space 
used  should  seldom  be  less  than  four  or  five  inches  ;  and  as  much  as  half 
a  column  or  more  will  be  found  advantageous,  just  preceding  the  change 
of  seasons.  A  run  on  some  inexpensive,  and  if  possible  original,  style  of 
hat  or  cap  is  recommended.  The  opening  of  the  straw  hat  season  should 
be  preceded  by  increased  advertising  space.  Start  with  straw  hats  in 
general,  to  be  followed  with  some  style  of  straw  hat  in  particular  ;  then 
announce  a  stock  of  tennis  or  yachting  caps,  or  some  popular,  or  that 
can  be  made  popular,  kind  of  light  cloth  hat.  Preceding  the  cold  weather, 
begin  to  advertise  winter  hats ;  have  much  to  say  about  some  particular 
style  of  winter  hat.  Fur  hats  make  a  good  specialty  for  advertising 
during  a  cold  snap ;  and  beaver  and  other  styles  of  medium  weight  hats 
are  worth  pushing  between  seasons.  Keep  up  with  the  styles,  and  always 
advertise  stylish  hats,  with  or  without  stylish  prices. 

Hay  and  Straw  should  be  advertised  moderately  and  continuously, 
say  in  space  of  from  two  to  four  inches,  with  slight  increase  preceding  the 
opening  of  the  selling  season ;  of  course  continuing  in  enlarged  size 
through  a  portion  of  the  season.  Advertise  prompt  delivery,  and  be  as 
prompt  as  is  proclaimed  by  the  advertisement. 

Hotels  will  find  it  profitable  to  run  a  small  card  in  the  local  papers 
continuously,  and  to  attract  trade  by  advertising  in  the  papers  situated  in 
towns  in  which  reside  many  of  their  transient  guests.  Arrange  with  the 
local  papers  to  print  the  list  of  arrivals,  which  nearly  all  of  the  papers  will 
do  gratuitously,  if  the  hotel  be  running  a  regular  advertisement.  See  to  it 
that  all  banquets  and  receptions  held  at  the  hotel  are  properly  mentioned. 
A  complimentary  notice  of  this  sort  is  worth  a  good  dinner  to  all  the 
newspaper  men  available. 

Insurance  companies  have  the  open  field  of  humanity  at  their  disposal, 
and  should  advertise  extensively   throughout  the   available   territory.     I 


WHAT .' 


-3 


refer  wholly  to  local  companies,  or  agencies,  for  an  entire  book  could  not 
cover  the  field  of  general  insurance  advertising  of  the  national  companies. 
A  local  paper  should  never  be  permitted  to  go  to  press  without  the  local 
company's  advertisement  upon  the  first  page.  The  space  occupied  should 
never  be  less  than  six  inches,  and  can  run  to  any  size.  The  names  of  the 
official  heads,  with  the  directors,  should  occasionally  be  included  in  the 
advertisement  ;  but  the  usual  standing  advertisement  of  this  sort  is  not 
very  effective.  Better  announce  leading  facts,  like,  "  Not  A  Claim 
Disputed  In  15  Yeans,"  "$100,000  Paid  For  Losses  Within  A  Year," 
"  Not  A  Lawsuit,"  "  Prompt  Payments  Always,"  and  the  like.  As  soon 
as  losses  are  settled,  see  to  it  that  the  local  papers  speak  about  it ;  and 
remember  that  in  fife  insurance,  large  risks  taken  are  interesting  items  of 
local  news.  Local  agents  will  find  it  advisable  to  advertise  to  more  than 
moderate  extent  in  the  local  papers,  and  should  advertise  continuously. 
The  business  furnishes  opportunity  for  many  local  notices,  which  should 
be  improved.  Letters  from  parties  stating  that  all  business  transactions 
have  been  satisfactory,  and  all  claims  paid  with  commendable  promptness, 
furnish  good  material  for  advertising. 

Jewelry  and  Clocks  need  considerable  local  advertising,  say  from 
three  to  four  inches  continuously,  to  half  a  column  or  more,  preceding 
and  during  the  holidays.  A  dozen  new  and  effective  advertisements  can 
be  made  up  upon  the  qualities  and  prices  of  clocks  ;  and  each  branch  of 
the  jewelry  line  has  sparkling  opportunity  for  sparkling  advertising. 
Avoid  advertising  more  than  two  things  at  a  time  ;  one  thing  at  a  time  is 
preferable.  Do  not  let  the  holidays  get  ahead  of  the  holiday  advertising. 
Announce  "  True  time  constantly  on  hand,"  and  "  Watches  regulated 
free." 

Kitchen  Goods  arc  always  salable,  and  some  of  them  have  the  distinc- 
tion of  possessing  special  seasons.  Begin  to  advertise  gas  and  oil  stoves  a 
month  or  so  before  the  hot  season,  and  continue  until  within  a  month  of 
its  close.     Announce  in  big  letters  that  a  Johnny  cake,  or  something  else 


26  ABOUT  ADVERTISING. 

in  the  cookery  line,  baked  on  one  of  the  so-and-so  oil  or  gas  stoves,  will  be 
presented  to  every  lady  who  may  call  for  it.  Cook  the  articles  in  plain 
sight  of  the  public,  and  for  two  or  three  weeks  bill  the  town  and  fill  the 
papers  with  the  announcement.  In  the  cold  weather,  especially  before  it 
is  fairly  settled,  push  the  staple  articles  of  the  trade.  Do  not  stop  the 
advertising  entirely  in  any  part  of  the  year. 

Laundries  should  keep  a  moderate-sized  card  running  throughout 
the  year.  If  cheap  prices  are  an  object,  advertise  cheap  prices,  specify- 
ing the  price  on  each  leading  article.  Announce  prices  alternately  with 
quality  of  the  work. 

Lawyers  cannot  in  good  taste  insert  more  than  a  modest  card  in  the 
local  papers.  Lawyers,  like  all  other  professional  men,  have  intimate 
relations  with  the  local  press,  and  can  easily  exert  their  influence  to  get 
unobjectionable  notice  of  successful  suits. 

Lumbermen  will  find  moderate,  continuous  advertising  beneficial,  and 
it  is  generally  advisable  to  increase  it  to  a  limited  extent  during  and  pre- 
ceding the  building  months. 

Marble  and  Stone  workers  are  about  on  a  par,  so  far  as  advertising 
is  concerned,  with  the  lumber  men  ;  and  will  find  it  advantageous  to  carry 
a  small  card  in  the  local  papers  throughout  the  year.  Obtain  local 
newspaper  mention  of  all  artistic  designs  or  specimens  of  marble  or  stone 
cutting,  as  of  monuments,  fronts  of  buildings,  and  special  work  or  carving 
in  marble  or  stone. 

*f-  Markets  for  meat  and  provisions  need  an  advertisement  of  from 
three, to  six  inches,  continuously  in  the  local  papers.  Advertise  goods  in 
their  season.  Have  a  good  deal  to  say  about  fresh  meat,  tender  steak, 
juicy  chops,  cucumbers  just  from  the  vines,  new  potatoes,  ripe  tomatoes, 
berries  picked  to-day  ;  but  do  not  misrepresent.  Detection  is  sure,  for 
the  customer  has  the  senses  of  sight  and  taste  arrayed  against  the  dealer. 
Announce  prices  frequently  ;  fair  prices  for  first-class  quality. 


WHAT?  27 

Masons  should  do  advertising  to  about  the  extent  done  by  builders  and 
lumbermen  ;  very  moderately  and  always  continuously.  Obtain  local 
newspaper  mention  of  unusually  large  or  difficult  to  perform  contracts,  and 
of  their  successful  completion. 

Milkmen  in  general  need  not  advertise  more  than  a  small  card  in  the 
local  papers  ;  but  the  dairy-man,  with  a  fancy  farm,  will  often  find  that 
extensive  advertising  of  pure  farm  milk  and  other  products  of  the  farm, 
will  build  up  a  large  and  permanent  patronage.  With  the  present  watery 
condition  of  milk,  at  any  rate,  the  supposed  watery  condition  of  it,  it 
will  take  considerable  advertising  to  get  new  customers,  but  advertising 
will  do  it,  if  the^milk  be  satisfactory. 

Milliners  should  carry  the  style  of  the  hats  and  bonnets  into  the 
advertisement,  which  should  be  tasty  always,  and  vary  as  often  as  do  the 
styles  and  number  of  styles.  Let  the  card  be  of  fair  size,  say  of  from  two 
to  six  inches,  throughout  the  entire  year ;  and  at  least  twice  as  much 
space  should  be  used  just  preceding  and  following  the  seasons.  Origi- 
nate some  stylish  style  of  bonnet  or  hat,  give  it  an  appropriate  and  well- 
sounding  name,  and  force  its  recognition  from  every  lady  in  town  and 
about.  Cater  to  the  tastes  of  the  community  in  advertising,  as  well  as  in 
the  management  of  the  goods,  and  let  the  advertisement  be  as  fresh  as  the 
freshest  new  bonnet.  The  openings  should  be  well  advertised,  and  written 
up  artistically  and  correctly.  If  the  local  newspaper  man  has  not  the 
peculiar  ability  to  describe  the  indescribable,  find  some  lady  of  taste, 
imagination,  and  knowledge  of  millinery,  to  furnish  the  substance  of  the 
article  ;  perhaps  the  milliner  can  do  it,  but  the  chances  are  that  an  out- 
sider can  produce  a  freshness  generally  difficult  for  one  to  produce  who 
has  lived  and  worked  among  the  things  to  be  written  about. 

Music,  including  musical  instruments,  absolutely  requires  plenty  of 
printer's  ink  to  proclaim  its  sounds  and  tones.  The  local  dealer  in 
musical  things  must  be  one  of  the  large  advertisers.     The  advertisement 


28  ABOUT  ADVERTISING. 

should  never  be  withdrawn,  and  it  should  be  changed  nearly  every  week. 
Print  testimonials,  one  or  two  at  a  time.  When  sales  are  made  to  local 
celebrities,  see  to  it  that  the  local  press  mentions  such  sales.  Carry 
in  stock  a  large  number  of  some  extremely  popular  air,  put  the  price  on  it 
down,  and  keep  the  local  papers  full  of  it.  If  some  amateur  musician  or 
singer  of  note  renders  it,  be  sure  the  name  of  the  piece  is  given  in  the 
report  of  the  performance.  Always  have  some  new  and  catchy  selection 
before  the  public,  and  through  advertising  it,  force  the  people  to  purchase 
not  only  the  piece  in  question,  but  to  look  over  the  stock  on  hand  ;  in 
other  words,  have  constantly  a  drawing  card  before  the  public,  and  be  sure 
that  it  has  sufficient  worth  to  substantiate  the  advertising  claims. 

Paint  dealers,  so  far  as  advertising  is  concerned,  are  about  on  a  par 
with  painters  ;  but  should  do  in  addition  a  more  or  less  amount  of  special 
advertising  of  ready-mixed  paints,  in  their  season  ;  and  if  the  town  is 
of  considerable  size,  it  may  be  beneficial  to  extensively  advertise  this 
commodity. 

Painters  should  advertise  about  as  moderately  as  do  builders  and 
lumbermen  ;  and  they  may  find  it  advisable  to  do  a  little  special  adver- 
tising slightly  preceding  the  house-painting  season. 

Paper  Hangings  require  a  moderate  amount  of  continuous  advertising, 
say  from  three  to  six  inches  in  the  local  papers.  At  one  time  advertise 
cheap  and  pretty  designs  for  the  chamber  ;  then  announce  a  line  of  hall 
papers,  cheap  and  expensive ;  follow  with  a  moderate  sized  blast  on  a  stock 
of  unique  and  artistic  designs  for  the  dining-room  ;  devote  considerable 
space  to  inform  the  people  that  really  expensive-looking  parlor  papers  can 
be  sold  at  extremely  low  prices  consistent  with  profit.  Advertise  blue 
papers,  red  papers,  sunset-glow  papers,  green  papers  without  arsenic, 
smoothly-finished  papers,  rough  papers,  dados,  borders,  centre-pieces, 
imitation  frescoes,  Lincrusta  Walton  designs.  Avoid  advertising  more 
than  one  or  two  at  a  time. 


WHAT?  29 

Photographers  will  find  it  advantageous  to  run  their  advertisements  in 
the  local  papers  continuously.  The  advertisement  should  occupy  never 
lEss  than  two  inches  of  space,  and  from  that  up  to  a  half  a  column,  and 
from  four  to  six  inches  on  an  average  throughout  the  year.  The  photog- 
raphers who  cater  exclusively  to  the  fashionable  trade  should  hesitate 
before  extensively  announcing  cut  prices,  but  a  good  many  photographers 
can,  with  advantage,  use  flaming  advertisements  announcing  specialties  at 
special  prices.  Advertise  children's  pictures  taken  in  the  twinkling  of  an 
eye.  In  fact,  the  photographer  who  has  the  reputation  of  taking  the  finest 
children's  pictures  in  town,  can,  from  using  them  as  leaders,  draw  to  his 
studio  the  trade  of  all  ages.  See  to  it  that  the  newspapers  mention 
locally  the  taking  of  photographs  of  celebrities  and  prominent  person- 
ages, provided  no  objection  be  made  by  the  sitter  to  the  publicity.  The 
taking  of  groups,  of  families,  or  of  societies,  furnish  allowable  local  news, 
the  name  of  the  photographic  artist  to  be  given  in  the  notice. 

Plumbers  should  run  a  card  in  the  local  papers  throughout  the  year, 
the  advertisement  to  occupy  from  two  to  four  inches  of  space.  Announce 
promptness  in  repairing,  and  be  as  prompt  as  the  announcement. 

Real  Estate  men  will  find  it  necessary  to  run  a  card  in  the  local 
papers,  say  of  from  three  to  six  inches,  continuously,  with  marked  increase 
of  space  for  special  sales.  Advertise  for  houses  and  land  to  sell,  and  houses 
to  be  let  ;  and  when  property  is  placed  in  the  agent's  hands  for  disposal, 
advertise  it  as  extensively  as  is  consistent,  using  for  the  special  advertise- 
ment not  less  than  six  inches  of  space,  and  often  as  much  as  a  column. 
In  describing  the  premises  follow  the  directions  given  for  auctioneers  ;  in 
fact,  as  far  as  advertising  is  concerned,  real  estate  agents  and  auctioneers 
are  closely  allied.  Influence  the  local  papers  to  print  full  description  of 
the  property.  Make  it  a  point  to  collect  local  real  estate  transfers  and 
other  similar  news  for  the  local  papers  ;  charge  them  nothing  for  it, —  the 
editors  will  gladly  repay  the  kindness  in  local  mention,  which  amounts  to  ' 
very  good  advertising. 


30  ABO UT  A D  VER T/S/A 'G. 

Restaurants  require  continuous  advertising  in  the  local  newspapers, 
say  from  two  to  eight  inches  of  space.  The  purity  of  the  viands  is  the 
one  great  thing  to  be  advertised.  Speak  of  the  home-made  bread,  the  pies, 
the  cake.  Announce  pure  milk,  good  coffee,  creamery  butter.  Advertise 
the  tender  steaks  and  chops,  and  the  juicy  roasts.  Have  some  especially 
good  dishes,  like  English  chops,  plum  pudding,  Welsh  rare-bit,  short-cake, 
apple  pie,  and  use  them  as  leaders  in  advertising. 

Safes  have  no  special  advertising  season,  except  perhaps  that  more 
safes  are  sold  during  the  month  of  January  than  in  any  other  month. 
Read  the  large  city  papers,  and  whenever  a  burglary  or  fire  has  occurred, 
a  large  proportion  of  the  loss  resulting  from  the  lack  of  a  safe  or  vault, 
announce  the  loss  and  its  cause  in  the  advertisement,  and  in  big  type 
proclaim  the  advantages  of  having  a  safe  or  vault  upon  the  premises.  Do 
not  miss  the  opportunity,  always  offered  to  advertising,  whenever  a 
safe  has  passed  through  a  fiery  ordeal  unharmed.  Local  advertisments 
of  safes  should  occupy  from  two  to  six  inches  of  space,  and  an  advertise- 
ment of  some  size  should  run  throughout  the  year. 

Schools  and  Teachers  should  advertise  to  the  extent  of  from  two 
inches  to  half  a  column,  for  the  former  ;  and  from  one  to  two  inches  for  the 
latter  ;  during  the  whole,  or  at  least,  the  last  month,  of  vacation,  and  it  is 
generally  advisable  to  continue  the  advertisement  for  a  month  or  two 
longer,  to  begin  again  before  the  winter  term  opens.  Music  teachers, 
and  others,  who  devote  their  energies  to  some  special  department  of  educa- 
tion, will  generally  find  it  beneficial  to  run  a  continuous  advertisement. 
Opportunity  is  constantly  occurring  for  much  newspaper  mention  of 
commencements,  examinations,  exhibitions,  musical  soirees,  which  are 
pleasing  to  the  pupils,  and  furnish  unobjectionable  advertising,  which,  if 
carefully  directed,  must  recur  to  the  benefit  of  the  school  or  teacher. 

Sewing  Machines  cannot  be  sold  to  any  great  extent  by  local  agents 
without  extensive  local  advertising.     The  advertisement  must  be  as  sharp 


IVNA  T?  31 

as  the  competition;  it  must  parade  the  advantages  peculiar  to  the  machine 
into  the  by-ways  and  hedges  in  town  and  surrounding  districts.  Challenge 
competition.  Have  competitive  trials  with  rival  machines,  that  is,  if 
there  be  a  fair  show  of  success  ;  and  if  success  results  fairly,  paint  the 
town  with  printer's  ink.  In  advertising  sewing  machines,  modesty  is  not 
a  virtue.  Do  not  be  afraid  of  big  adjectives  and  plenty  of  them.  But  do 
not  lie  about  the  qualities  of  the  machine,  for  a  lie  in  this  direction  is 
sure  to  come  back  to  roost  in  the  store  which  hatched  it.  Advertise 
machines  for  rent,  and  to  be  sold  on  instalments.  Force  the  machine, 
if  it  have  sufficient  intrinsic  value,  upon  the  public; show  specimens  of  its 
work  ;  but  do  not  pretend  that  it  will  do  what  it  will  not  do.  Dispel  the 
popular  libel  upon  the  trade  that  sewing  machine  agents  are  the  personifi- 
cation of  cheek  and  misrepresentation,  by  being  scrupulously  honest ; 
but  remember  that  big  words  and  booming  statements  to  be  effective  need 
not  be  given  to  exaggeration. 

-^  Stables  require  a  reasonable  amount  of  local  advertising,  say  from  two 
to  four  inches  in  the  newspapers  throughout  the  year.  Make  up  special 
advertisements,  as,  "  Good  Trotters  To  Let,"  "  Saddle  Horses,"  "  Family 
Teams,"  "Horses  Children  Can  Drive,"  and  the  like.  During  the 
summer  season  advertise  phaetons  for  ladies;  during  the  winter,  sleighs  for 
everybody.  Occasionally  announce  that  horses  really  enjoy  boarding  at 
the  stable. 

Stationers  and  Booksellers  need  continuous  advertising  of  fair 
size,  in  the  local  papers.  Keep  the  most  fashionable  letter  paper  in  stock, 
and  before  the  public.  Advertise  diaries  of  all  sizes,  shapes,  and  prices, 
during  December.  Interest  book-keepers  in  the  quality  of  the  ledgers 
and  other  account  books.  Announce  engraved  cards  and  invitations  as 
specialties,  and  have  a  big  frame  of  samples  in  the  store  or  window. 
Create  a  run  on  albums.  Especially  advertise  school  books  just  before  the 
opening  of  school.  Always  keep  a  stock  of  the  popular  novels  and  other 
books,  and   boom    the   particular   book  which  is  known    to  be  receiving 


32  ABOUT  ADVERTISIXG. 

national  comment.  It  is  well  to  especially  advertise  cheap  editions  of 
recognized  works  ;  in  fact,  it  will  often  be  found  beneficial  to  use  this  class 
of  pamphlets  for  a  leader  in  attracting  more  profitable  trade.  If  the 
publisher  of  a  book  in  great  demand  has  not  presented  the  local  editor 
with  a  copy,  give  him  one  for  review,  the  name  of  the  local  dealer  to  be 
mentioned ;  and  furnish  the  editor  with  occasional  notes  and  comments 
about  the  book,  which  will  aid  in  stimulating  and  holding  the  demand. 
The  stationer's  and  bookseller's  advertisement  should  be  continuous,  never 
less  than  three  or  four  inches,  and  often  as  large  as  from  a  half  to  a  whole 
column,  especially  preceding  Christmas. 

Stoves  and  Furnaces  naturally  should  have  double  the  amount  of  adver- 
tising, preceding,  and  during  the  cold  season  ;  but  the  dealer  should  guard 
against  falling  into  the  popular  error  of  stopping  the  advertisement  during 
any  portion  of  the  year  ;  although,  of  course,  it  is  generally  advisable 
to  cut  down  the  advertising  space  about  one  half  during  the  warm  months. 
Have  much  to  say  about  the  heating  qualities  of  the  stoves  and  furnaces, 
the  fuel  required,  the  small  amount  of  work  required  in  their  care. 
Re-print  in  pamphlet  or  circular  form,  some  lecture  or  article  on  ventilation 
and  heating,  and  with  it  the  advertisement  of  some  stove,  furnace,  or  other 
heating  apparatus,  which  conforms  to  the  sanitary  principles  of  the 
lecturer  or  author.  Open-grate  stoves  are  worthy  of  special  pushing ; 
furnaces  require  considerable  advertising  ;  and  parlor  stoves  need  their 
peculiar  qualities  and  external  appearance  bulletined  in  the  local  papers. 
Original  and  attractive  advertising  can  be  suggested  by  the  cooking 
qualities  and  conveniences  of  the  kitchen  stove,  with  special  stress 
upon  the  economy  of  fuel,  the  capacity  and  the  conveniences  of  hot 
water  tanks,  warming  ovens,  bracket  shelves,  and  other  commodities 
with  which  first-class  cooking  stoves  and  ranges  arc  now  fitted.  The 
advertisement  should  vary  in  size  from  two  inches  or  more  in  the  dull 
season,  to  si.K  inches  to  a  column  during  and  just  preceding  the  cold 
weather. 


irn.iT/  33 

Tailors  will  find  beneficial  continuous  and  moderate  sized  advertising 
in  the  local  papers.  The  card  should  vary  in  size  from  two  inches  in  the 
time  of  between  seasons,  up  to  a  half  column  preceding  and  during  the 
busy  months  of  the  year.  Do  not  stop  the  advertisement  at  any  time,  for 
a  surprisingly  large  number  of  people  invariably  put  off  getting  measured 
for  clothes  until  late  in  the  season,  and  the  progressive  advertising  tailor 
is  certain  to  gain  much  of  the  tardy  custom.  It  is  sometimes  advisable  to 
announce  cut  prices  between  seasons,  but  let  the  cut  be  confined  to  the 
price,  not  to  the  quality  of  material  or  workmanship.  In  some  places 
tailors  of  conservative  and  high  reputation  will  hesitate  about  lowering  the 
price  at  any  time,  and  will  confine  their  advertising  to  the  modest, 
unobtrusive  card  of  from  two  to  four  or  five  inches  in  the  local  papers, 
supplemented  with  handsomely  printed  or  engraved  announcements.  A 
popular  line  of  durable  fabric,  of  assorted  colors,  can  be  used  as  a  leader; 
■  and  uniforms  for  local  military  companies,  bands,  firemen,  secret,  or  other 
occasional  parading  organizations,  form  opportunity  for  extra  advertisino-. 
A  run  on  well  fitting,  well  made  trousers  will  bring  considerable  new 
trade,  which  may  become  permanent.  Tailors'  advertising  must  be 
adapted  to  fit  the  town,  the  character  of  the  trade  catered  to,  and  the 
seasons. 

'  Tea  and  Coffee  stores  require  much  local  advertising;  never   less 

than  a  running  continuous  card  of  from  three  to  six  inches,  and  often  from 
half  to  an  entire  column  can  be  advantageously  used.  Have  some  special 
grade  of  tea  or  coffee  for  a  leader.  State  its  quality  and  its  price,  both  of 
which  must  vary  to  suit  the  condition  of  the  customers.  No  matter  what 
the  quality,  have  it  unadulterated,  and  precisely  as  represented. 
Announce  hot  tea  or  coffee  for  fairs,  parties,  or  assemblies.  Grind  the 
coffee  on  the  premises,  in  the  window  if  conv^enicnt.  Cocoa  and  chocolate 
are  a  part  of  the  trade,  and  furnish  opportunity  for  advertising.  By 
quality,  price,  and  the  advertising  of  them,  establish  a  local  reputation,  and 
maintain  it   by  keeping  up  the  standard  of  the  goods,  and  the  freshness  of 


34  '  ABOUT  ADVERTISIXG. 

advertising.  Never  discontinue  the  advertisement,  whether  trade  be  dull 
or  brisk.  If  particularly  dull,  increase  the  advertising  space.  The 
frequent  prevalence  of  offering  premiums  of  glass  or  crockery  ware  is 
profitable  in  many  districts,  and  when  used  furnishes  material  for  effective 
advertising  ;  but  do  not  let  the  expense  of  the  gifts  depreciate  the  quality 
of  the  tea  or  coffee  to  be  sold.  It  is  far  better  to  have  no  premiums  at 
all,  than  to  combine  them  with  a  doubtful  quality  of  tea  or  coffee. 

Tinsmiths  should  run  a  continuous  card  in  the  local  papers,  say  from 
two  to  four  inches.  Advertise  some  special  line  of  ware  which  is  a 
necessity  in  every  household.  Always  announce  repairing  done  with 
promptness. 

Transportation  companies,  such  as  local  expresses,  excursion,  or 
passenger  steamboats,  stage  lines,  and  the  like,  which  depend  upon  local 
patronage,  find  it  absolutely  necessary  to  do  more  or  less  local  advertising. 
Present  the  local  papers  with  passes, —  not  free  passes,  for  there  is  no  such 
thing  as  a  free  pass.  The  editor  who  obtains  a  so-called  free  pass  pays  for 
it  generally  to  the  equivalent  of  six  times  its  face  value.  It  would  be  better 
for  the  editor  if  there  were  no  alleged  free  passes.  Issue  to  him  the  pass, 
and  he  will  reciprocate  in  valuable  notices.  If  running  excursions,  influence 
the  editor  to  print  descriptions  or  mention  of  the  ride  or  sail,  the  objects  of 
interest,  the  cool  breezes,  the  rest  and  quiet,  the  substantial  table.  Little 
squibs  about  the  scenery  and  other  attractions  furnish  unobjectionable 
semi-local  news,  and  do  much  to  attract  excursionists.  Always  announce 
the  time-tables  and  the  price  of  tickets.  Interest  churches  and  societies, 
and  make  special  terms  for  them.  Advertise  to  be  on  time,  and  always 
be  on  time.  Arrange  special  excursions,  and  advertise  them  as  far  in 
advance  as  it  is  possible  to.  No  matter  how  cheap  the  tickets  may  be, 
give  the  people  all  that  is  announced,  with  some  happy  surprise.  Satisfied 
excursionists  are  constant  advertisements.  Local  passenger  lines  should 
advertise  their  time-tables,  and  do  some  additional  advertising,  if  only  to 
keep  on  good  terms  with  the  press.     No  line  of  business  can  less  afford 


WHAT? 


35 


not  to  have  the  hearty  support  of  newspaper  men  than  regular  passenger 
lines.  Express  companies  require  a  moderate  amount  of  local  advertising. 
Advertise  promptness,  sure  connection,  and  careful  handling  of  goods,  and 
verify  the  statements  in  fact.  Expressmen  should  announce  the  location 
of  order  boxes. 

Trimmings  admit  of  considerable  local  advertising,  say  from  three  or 
four  inches  of  space  to  double  that  amount  or  more.  Change  the  adver- 
tisement every  week,  and  if  it  runs  in  a  daily  paper,  have  it  fresh  every 
day.  When  sold  in  connection  with  other  lines,  as  trimmings  generally 
are,  they  furnish  fine  opportunity  for  special  advertising,  and  can  be 
advantageously  used  for  runs  or  leaders.  Advertise  few  at  a  time;  a 
detailed  description  of  the  stock  is  impossible  ;  and  a  well-written 
advertisement  of  even  one  class  of  trimmings,  with  casual  mention  of  the 
completeness  of  the  stock,  will  by  no  means  limit  trade  to  the  class 
advertised.  Advertise  the  fashions,  and  if  possible  be  the  first  in  town 
to  announce  fashionable  designs  in  goods  advertised. 

Undertakers  cannot  consistently  do  more  than  a  moderate  amount  of 
advertising.  The  card  should  occupy  a  space  of  from  one  to  four  inches 
in  the  local  papers,  and  should  run  continuously.  Announce  that  calls  are 
answered  at  all  hours  of  the  day  or  night. 

Variety  Stores  have  unusual  opportunity  for  striking  advertising-. 
The  space  to  be  occupied  should  vary  from  four  or  five  inches  up  to  a 
column  or  more.  Start  a  run  of  some  popular  article  in  stock  as  often 
as  once  a  month,  every  week  is  better  ;  and  wake  up  the  people  who  really 
need  the  article,  but  don't  realize  it,  into  buying.  Boom  dollar  goods,  and 
fifty  cent  goods,  and  goods  for  a  quarter  apiece.  Devote  an  entire 
advertisement  to  ladies'  travelling  and  other  hand  bags.  A  half  column 
can  be  advantageously  filled  in  proclaiming  the  beauties  of  a  line  of  vases, 
which  are  sold  at  the  lowest  price  consistent  with  profit.  Keep  lines  of 
porcelain    and    earthern    ware   for   decorative  purposes.     Advertise  them 


36  A  BOOT  AJJ  VER  T/SING. 

extensively.  Print  a  circular  or  small  pamphlet  on  the  subject,  and 
obtain  mention  of  it  in  the  local  papers.  Advertise  fashionable  things 
at  unfashionable  prices,  and  urge  the  fashion  along,  if  it  needs  it,  by  plenty 
of  printer's  ink.  Use  big  type,  or  very  small  type,  with  large  space 
between  the  lines.  The  personal  letter  sort  of  advertisement  is  to  be 
recommended.  In  it  opportunity  is  given  to  interestingly  describe  articles 
for  art,  fancy  work,  or  necessity,  with  a  deal  of  valuable  information  to 
the  public,  which  will  make  the  announcements  looked  for,  thoroughly 
read,  and  often  digested. 

Wheelwrights  and  Blacksmiths  will  find  a  small  card  in  the  local 
papers  of  benefit.  The  advertisement  should  run  continuously  and  occupy 
from  two  to  four  inches  of  space.  Announce  promptness  in  repairs  and 
care  in  horse  shoeing.  If  an  improved  nail  or  shoe  be  used,  advertise  the 
fact,  with  the  advantage. 


NEWSPAPERS. 


'Twas  in  the  newspaper,  and  all  the  world  now  knows  about  it.' 


In  the  United  States  and  Canada  there  are  about  16,500  periodical 
pubHcations,  of  which  nearly  12,500  are  printed  once  a  week,  and  of  the 
latter  number  over  ten  thousand,  or  nearly  two-thirds  of  the  entire  period- 
ical list,  are  what  are  known  as  country  newspapers.  There  are  more 
than  fifteen  hundred  daily  papers,  of  which  close  upon  one  thousand 
are  so-called  provincial  sheets,  that  is,  daily  papers  printed  in  towns  or 
cities  where  the  population  does  not  exceed  fifty  thousand. 

The  monthly  magazines,  and  other  periodicals  issued  monthly,  number 
in  the  vicinity  of  eighteen  hundred.  In  a  work  upon  local  advertising,  as 
is  this,  it  is  out  of  place  to  speak  of  advertising  in  this  last  named 
class,  the  advertising  space  in  which  is  exclusively  beneficial  to  national 
advertisers. 

Any  town  in  the  East  of  three  thousand  people,  or  a  town  in  the 
West  of  scarcely  over  five  hundred  inhabitants,  without  a  local  organ,  is 
unworthy  of  more  than  a  small  type  designation  upon  the  county  map, 
to  be  ignored  completely  by  the  Map  of  State. 

Few  towns  in  the  East  with  populations  less  than  five  thousand 
find  it  possible  tc  support  a  daily  paper,  and  there  are  not  many  daily 
papers  in  the  East  published  in  places  with  a  less  population  than  ten 
thousand. 

37 


38  ABOUT  ADVERTISIAG. 

The  rush,  enterprise,  push,  and  free  trading  propensities  of  the  West- 
ern people,  make  a  daily  paper  possible  and  profitable  in  many  towns 
where  the  total  population  does  not  exceed  three  thousand,  and  there 
are  comparatively  few  county  centres  in  the  West  containing  five 
thousand  people  without  one  or  more  daily  papers  which  are  supposed  to 
be  remunerative. 

By  local  papers,  I  mean  papers  with  the  bulk  of  their  circulation  limited 
to  local  territory.  The  New  York  Herald  is  to  be  classed  as  a  semi-local 
paper,  for  half  of  its  circulation  is  in  New  York  City  and  suburbs,  the 
balance  distributed  over  the  country.  Harper's  Weekly  is  not  in  any  sense 
a  local  paper,  for  its  circulation,  although  of  course  proportionately  larger 
in  New  York  City,  is  distributed  more  or  less  evenly  throughout  the  land. 

Papers  like  the  Chicago  Inter-Ocean,  the  Boston  Herald,  or  Boston 
Globe,  Baltimore  Sun,  Philadelphia  Ledger,  and  San  Francisco  Chronicle, 
are  local  publications,  to  the  extent  that  in  the  vicinity  of  nine-tenths  of 
their  circulations  are  confined  to  the  cities  in  which  they  are  printed, 
with  its  suburbs,  although  of  course  they  have  more  or  less  national  dis- 
tribution. Papers  like  the  Worcester  Spy,  Springfield  Republican,  Des 
Moines  Leader,  Kansas  City  Journal,  and  Denver  Republican,  find  their 
circulation  almost  exclusively  limited  to  the  cities  in  which  they  are  pub- 
lished, and  to  a  certain  amount  of  the  surrounding  territory. 

In  cities  or  towns  of  from  ten  to  twenty  thousand  inhabitants,  news- 
papers printed  therein  circulate  but  little  beyond  a  ten  to  twenty  mile 
boundary  line,  except  where  the  county  is  very  large  in  territory,  when  it 
is  fair  to  presume  that  a  certain  portion  of  the  papers  are  distributed 
throughout  the  county,  provided  they  are  published  at  the  county  seat, 
and  there  are  no  other  towns  in  the  county  sufficiently  large  to  support  as 
good  publications. 

The  term  country  newspapers  is  intended  to  apply  to  daily  or  weekly 
publications  published  in  cities  or  towns  of  loss  than  twenty  thousand  pop- 
ulation ;  but  what  is  said  regarding  country  papers  more  or  less  aptly  applies 
to  newspapers  in  general,  even  though  published  within  the  largest  cities. 


.XEWSPAPERS.  39 

Any  line  of  goods  retailed  for  household  or  personal  use  is  sold 
almost  exclusively  to  regular  readers  of  regular  local  papers. 

In  any  half-decent  community  it  is  fair  to  assume  that,  with  a  fairly 
reputable  local  newspaper,  ninety-nine  per  cent,  of  the  buyers  are  regular 
or  occasional  readers. 

I  do  not  believe  that  ninety-nine  and  99-100  per  cent,  of  the  people  who 
do  not  see  the  local  papers  have  enough  brains  or  money  to  be  trusted 
to  purchase  anything  except  the  absolute  necessities  of  life. 

The  newspaper,  then,  furnishes  the  most  effective,  and  I  might  say 
the  only,  means  of  reaching  the  local  public,  and  it  can  be  set  down  as  an 
unexceptionable  rule,  that  no  local  dealer  or  business  man  can  afford  not 
to  advertise  locally,  and  that  nearly  nine-tenths  of  his  local  advertising 
should  be  done  through  the  medium  of  the  local  newspaper. 

Perhaps  the  local  newspaper  has  a  "patent  inside,"  or  a  "patent 
outside  "  ;  perhaps  its  advertising  type  is  poor  and  its  news  type  in  no 
better  condition  ;  perhaps  the  whole  mechanical  and  editorial  work  on  it 
is  done  by  one  man  and  two  boys  ;  —  if  all  these  be  so,  then  the  chances 
are  that  the  paper  is  fully  up  to  the  support  given  it ;  for  a  local  newspaper 
is  the  most  correct  mirror  of  the  business  and  social  life  of  the  town  or 
city,  and  there  are  very  few  editors  and  publishers  who  are  not  willing  and 
anxious,  and  who  have  not  the  ability,  to  make  their  papers  just  as  good 
as  they  can  with  the  support  given  them. 

Perhaps  the  editor  of  the  local  paper  may  not  appear  to  be  much  of  a 
fellow — there  are  drones  in  the  journalistic  profession  as  well  as  in  any 
other ;  perhaps  some  particular  editor  is  not  up  to  the  average,  but 
remember  that  if  he  be  respectable,  and  the  average  country  editor  is 
certainly  up  to  the  level  of  his  community,  he  sways  a  power  for  business 
good  or  evil. 

Respect  the  country  editor.  He  may  be  a  crank, —  most  leaders  in 
anything  are  cranks ;  without  cranks  the  universal  wheel  would  stop 
turning;  —  he  may  wear  poor  clothes  ;  he  may  live  in  not  half  so  good  a 
house  as  does  the  merchant ;  but  ten  chances  to  one  he  is  intelligent, 


40  ABOUT  ADVERTISING. 

well-read,  and  knows  infinitely  more  than  one-half  of  the  well-dressed 
dudes  who  smirk  behind  the  counter,  wear  better  clothes  than  do  their 
proprietors,  and  trade  their  looks  upon  the  auction  block  of  society. 

The  country  editor  is  not  often  given  to  decorating  the  outside,  he 
fills  the  inside  ;  and  if  he  be  given  the  support  he  deserves,  his  family 
may  be  among  the  prominent  customers  at  the  store. 

The  best  people  in  any  locality  read  the  local  paper,  be  it  ever  so  poor 
or  humble.  To  the  great  majority  of  the  local  customers  it  is  the  one 
locally  effective  advertising  medium  bought  and  paid  for.  It  is  paid  for, 
and  that  which  costs  something  to  obtain  is  utilized.  It  is  read,  because 
that  is  the  object  for  which  it  was  purchased.  It  has  influence  in  its 
field,  and  an  advertisement  of  ten  square  inches  in  it  is  worth  more 
than  an  acre  of  circulars. 

There  has  never  been  invented  an  advertising  substitute  for  the  news- 
paper ;  all  else  is  supplementary,  and  effective  largely  when  used  in 
connection  with  the  legitimate  advertisement  in  the  legitimate  newspaper. 

The  local  newspaper  has  been,  and  always  will  be,  a  necessary  visitor 
in  every  civiHzed  family.  It  is  read  alike  by  rich  and  poor.  The  ignorant 
rich  may  scoff  at  its  short-comings,  and  criticise  its  style,  lack  of  style, 
and  make-up  ;  but  when  they  say  they  do  not  read  it,  believe  them  not ; 
they  do  read  it,  and  the  more  they  find  fault  with  it,  the  more  it  proves 
that  their  reading  of  it  is  thorough.  Not  to  read  it  would  deprive  them  of 
the  privilege  of  kicking. 

A  local  advertiser  has,  or  ought  to  have,  lOcal  standing.  He  is  known, 
or  should  be  known,  throughout  his  field,  in  a  business  or  professional 
way.  His  announcements  have  upon  them  the  stamp  of  location  and 
intimacy  ;  consequently  they  often  rise  to  the  dignity  of  local  news.  If 
he  be  known,  he  must  keep  up  the  acquaintance  through  the  medium  of 
the  Press.  If  he  be  unknown,  he  must  be  introduced  to  the  people 
through  the  same  medium. 

There  is  something  the  matter  with  the  retail  dealer  who  cannot  utilize 
the  advertising  columns  of  the  local  paper. 


NE  WSPA  PERS.  4 1 

The  man  who  does  not  find  advertising  profitable  generally  finds  busi- 
ness unprofitable.  If  his  advertising  does  not  pay,  the  fault  is  not  generally 
to  be  laid  at  the  door  of  the  newspaper ;  the  fault  is  in  the  method  of 
applying  that  v^^hich,  if  applied  rightly,  must  bring  in  a  satisfactory  harvest. 

The  newspaper  must  be  used  intelligently,  as  anything  else  must 
be  used  to  bring  success. 

It  is  always  well  to  be  careful  about  the  position  the  advertisement  is 
to  fill  within  the  coiu)nns  of  the  local  newspaper.  It  is  impossible  to  lay 
down  an  invariable  rule  of  position,  because  every  paper  is  made  up 
somewhat  differently. 

It  is,  however,  obvious  that  top  of  column  is  better  than  bottom 
of  column  ;  that  next  to  reading  matter  is  preferable  to  being  surrounded 
by  other  advertisements.  A  large,  well-displayed,  and  well-written 
advertisement  on  the  first  page  of  a  newspaper,  even  though  the  entire 
page  be  occupied  by  advertisements,  is  sometimes  more  effective  than  the 
same  advertisement  on  the  inside  pages,  though  it  be  at  the  top  of  the 
column  and  next  to  reading  matter. 

The  advantage  of  being  next  to  reading  matter  depends  largely  upon 
the  position  of  the  reading  matter,  and  its  quality. 

A  large  advertisement  is  liable  to  be  read  in  almost  any  part  of  the 
paper.  A  small  advertisement,  of  course,  is  not  so  readily  seen,  and 
should  be  in  a  prominent  position. 

I  think  that  a  five-inch  advertisement  at  the  top  of  the  column,  and 
near  good  reading  matter,  is  worth  more  than  a  ten-inch  advertisement 
entirely  surrounded  by  other  advertising.  But  a  double-column  advertise- 
ment on  the  first  page,  filled  with  big  type  and  startling  announcements, 
would  not  by  any  means  be  worth  double  what  it  would  be  if  it  occupied 
an  inside  position  ;  for  a  large  advertisement  is  very  liable  to  be  seen, 
no  matter  where  it  is  placed  ;  but  of  course  it  is  advisable  to  place  it  in  the 
best  light  possible. 

It  is  well  to  have  the  advertisement  on  the  same  page  as  appears  the 
local  matter,  or  on  the  page  facing  it.     The  local  matter  in  a  paper  is  that 


42  ABOUT  AD VER TISINC. 

which  is  first  sought  for  and  most  thoroughly  read  ;  and  if  the  advertise- 
ment be  so  close  to  it  that,  even  while  reading,  the  eye  cannot  avoid  the 
advertisement,  the  contents  of  the  advertisement  are  continually  forcing 
their  way  into  the  mind  of  the  reader,  though  he  be  unconscious  of  it. 

The  newspaper  is  the  connecting  link  between  seller  and  buyer. 
It  is  the  messenger  of  invitation,  the  master  of  ceremonies.  It  carries 
the  words  of  the  seller  to  the  buyer,  wherever  he  or  she  may  be,  whether 
in  the  cottage,  or  in  the  hotel,  in  the  drawing-room,  the  boudoir,  the 
kitchen,  or  the  basement.  It  is  the  Mercury  of  advertising,  instantaneous 
in  transit,  possessing  the  key  which  will  unlock  every  door  shut  against 
the  advertiser,  and  which  sometimes  assumes  to  be  shut  against 
advertising. 


CIRCULATION  AND  RATES. 


A  little  cash  will  tell  the  story  everywhere." 


Of  the  about  sixteen  thousand  five  hundred  periodical  publications  in 
the  United  States  and  Canada,  an  intelligent  calculation  gives  about  four 
thousand  of  them  as  having  an  average  circulation  near  five  hundred 
copies  per  issue ;  and  nearly  six  thousand  are  given  as  printing  at  each 
issue  in  the  vicinity  of  one  thousand  copies.  Probably  not  more  than 
four  thousand  possess  a  regular  issue  of  over  one  thousand  copies,  and  there 
are  less  than  one  thousand  which  sell  more  than  ten  thousand  copies  at 
an  issue. 

Except  in  the  larger  cities,  weekly  papers  have  generally  a  much  larger 
circulation  than  have  the  dailies,  and  it  is  fair  to  assume  that  the  average 
first  class  country  weekly  paper  sells  about  one  thousand  copies  at  each 
issue,  although  there  are  many  country  papers  which  have  circulations  from 
fifteen  hundred  to  as  high  as  three  thousand,  but  the  latter  figure  is  not 
enjoyed  by  probably  over  one  hundred  purely  country  newspapers.  A 
very  few  country  papers  print  regular  editions  of  five  thousand  copies. 

Small  circulations,  I  grant,  yet  every  copy  of  a  local  paper  goes  into 
the  household  of  probable  customers,  and  each  copy  is  undoubtedly  read 
by  from  two  to  a  dozen  different  people,  raising  the  paper's  reading  cir- 
culation to  many  times  the  actual  number  printed. 

I  give  these  low  figures  simply  because  I  believe  them  to  be  facts,  not 
to  depreciate  the  value  of  advertising  space,  for  I  thoroughly  believe  that, 


H^ 


44  ABOUT  ADVERTISING. 

to  the  local  advertiser,  the  space  occupied  in  the  local  paper  is  almost 
invariably  worth  that  which  is  charged  for  it. 

Fair  rates  for  advertising  in  local  weekly  papers  range  between  three 
cents  and  five  or  six  cents  per  line,  for  transient  advertising. 

A  column  is  an  indefinite  article.  It  may  mean  fifteen  inches  of  space, 
and  it  may  refer  to  over  twice  that  amount.  A  column,  say  twenty  four 
inches  in  length,  is  worth  in  the  country  newspaper,  from  one  hundred 
dollars  to  three  hundred  dollars  per  year,  on  regular  full  column  yearly 
contracts.  In  about  half  of  the  country  papers  the  former  figure,  or 
about  it,  should  be  taken.  In  the  better  class  of  country  papers,  that  is, 
papers  published  in  the  larger  towns  and  at  county  seats,  the  price,  per 
column,  per  year,  may  run  from  one  hundred  dollars  to  two  hundred  dol- 
lars, and  in  the  better  class  of  this  better  class,  three  hundred  dollars 
would  be  considered  about  the  highest  justifiable  rate  to  be  charged. 

A  half  column  of  space  is  rated  from  five  per  cent,  to  ten  per  cent,  pro- 
portionately more  than  a  whole  column  space  is  rated,  and  less  space  than 
a  half  column  should  be  charged  at  about  twenty  per  cent,  additional 
proportionately,  over  the  full  column  rates. 

The  old  rule  of  one  cent  per  line  per  thousand  of  circulation,  applies  to 
the  larger  papers,  and  could  not  be  properly  accepted  by  the  local  papers, 
which  are  hardly  worth  so  high  a  rate  to  the  general  advertiser,  and  are 
worth  very  much  more  to  the  local  advertiser,  to  whom  their  advertising 
space  is  invaluable. 

In  local  daily  papers,  advertising  space  is  worth  from  one-half  to  two- 
thirds  the  price  of  that  in  the  weeklies ;  or  conversely,  an  advertisement 
in  a  daily  is  worth  three  times  as  much,  or  more,  per  week  as  it  would  be 
worth  in  a  weekly,  circulation  and  quality  conditions  corresponding. 

Sunday,  semi-weekly,  and  tri-weekly  papers  are  generally  classed  with 
dailies,  so  far  as  advertising  rates  are  concerned. 

Daily  papers  in  cities  of  from  twenty  to  one  hundred  thousand  i)opula- 
tion,  are  liable  to  possess  very  good  circulations,  say  from  one  to  ten  thou- 
sand, or  even  fifteen    thousand,  in  exceptional  cases,  and  can  command 


CIRCULATIOM  A  AD   RATES.  45 

advertising  rates  of  from  five  cents  to  ten  or  fifteen  cents  a  line  for 
transient  advertisements,  and  from  three  hundred  to  one  thousand  dol- 
lars per  column  of  twenty-four  inches  per  year,  vi^ith  proportionate  increase 
for  smaller  space  and  less  duration  of  advertising. 

The  few  large  city  dailies  which  claim  to  print,  and  very  likely  do,  from 
thirty  to  over  one  hundred  thousand  copies  a  day,  command  from  twelve 
and  one-half  cents  a  line  for  "wants,"  to  twenty-five  or  thirty  cents  a 
line  for  run  of  paper,  and  from  that  to  one  dollar  a  line  for  cuts  and 
preferred  position. 

Quantity  of  circulation  should  be  first  considered,  next  quality.  Quan- 
tity amounts  to  little  without  quality,  and  there  is  no  use  advertising  in 
papers  which  have  only  quality. 

An  advertiser  has  no  more  right  to  beat  down  the  advertising  rates 
quoted  him  by  the  publisher,  than  has  the  publisher  a  right  to  demand  dis- 
counts on  flour  or  dress  goods. 

The  space  in  the  local  newspaper  is  merchandise,  as  much  so  as  table- 
cloths or  wash-tubs.  The  publisher  has  it  for  sale,  and  he  expects,  and 
should  obtain  for  it,  a  fair  price. 

The  popular  idea  that  an  editor  is  glad  to  fill  up  his  paper  with  any- 
thing and  everything  is  absurd.  Very  few  papers,  even  small  country 
papers,  are  issued  which  could  not  throw  away  all  the  matter  in  type  and 
find  enough  live  copy  to  reset  the  entire  paper. 

The  editor  is  always  glad  to  get  news,  and  he  is  ever  ready  to  recip- 
rocate for  favors  done.  He  sells  his  space  as  the  merchant  sells  merchan- 
dise. He  wants  the  equivalent  for  it  in  cash,  as  the  merchant  wants  his 
pay  in  cash. 

The  bread  and  butter  of  the  publisher  comes  from  his  paper,  and  he 
can  no  more  afford  to  give  away  space  in  it,  than  can  the  merchant  afford 
to  present  the  publisher  with  arm-chairs  or  cooking  stoves. 

Do  not  pay  for  advertising  in  trade.  Buy  for  cash,  sell  for  cash.  A 
trade  advertisement  is  seldom  satisfactory  to  the  contracting  parties.  It 
lowers  the  standard  of  the  goods,  it  lowers  the  respect  of  the  publisher  for 


46  ABOL^T  ADVERTISING. 

the  advertiser,  even  if  the  publisher  himself  suggests  the  trade. 

There  is  no  objection  to  presenting  the  editor  with  a  suitable  gift  in 
recognition  of  his  many  journalistic  courtesies,  but  let  the  gift  be  given  as 
a  present,  and  not  with  the  explicit  understanding  that  the  editor  shall 
immediately  return  its  value  in  printers'  ink.  The  editor  will  undoubtedly 
pay  for  it  three  times  over,  if  he  be  not  asked  to  do  it ;  and  then  the  mer- 
chant gets  the  benefit  of  the  advertising  without  paying  more  than  a  third 
of  what  it  is  worth,  and  the  good-will  of  the  editor  for  the  generosity  and 
courtesy. 

But  advertising,  pure  and  simple,  should  be  paid  for  in  cash,  and  only  in 
cash.  The  merchant  should  treat  the  publisher  as  he  treats  another  mer- 
chant ;  buy  the  advertising  space  as  he  buys  anything  else  ;  buy  it  with 
the  same  shrewdness  that  he  displays  in  purchasing  his  stock  in  trade. 
Ask  for  any  reasonable  discount  for  cash.  But  he  has  no  right  to  assume 
that  advertising  space  is  not  merchandise,  and  that  it  can  be  purchased 
for  little  or  nothing,  if  little  or  nothing  be  offered  for  it. 

One  of  the  best  tests  of  the  value  of  a  newspaper  is  the  rigidity  of 
its  advertising  rates.  The  better  the  paper  the  less  variable  are  its  rates, 
and  the  smaller  its  discounts. 

The  publisher  who  will  undercut  legitimate  discounts  is  doing  it  simply 
because  he  is  not  able  to  get  the  regular  rates,  with  of  course  the  custom- 
ary discounts  for  time  and  space ;  and  if  he  be  not  able  to  get  those  rates, 
it  is  sometimes  fair  to  presume  that  his  advertising  is  not  worth  what  is 
asked  for  it. 

A  publisher  who  will  do  unusual  cutting  in  rates  is  open  to  suspicion, 
and  even  at  the  most  absurd  cut-rates,  the  advertiser  had  better  hesitate 
before  placing  his  advertisement,  until  he  can  ascertain  the  reason  for  the 
unusual  cut. 


WRITING 


"  'Tis  not  so  much  how  much  is  said, —  'tis  how  it's  said." 


Brevity  is  the  soul  of  advertising,  as  it  is  of  about  everything  else.  It 
takes  a  genius  to  describe  the  contents  of  the  counters  of  a  dry  goods,  or 
of  any  other  kind,  of  a  store,  in  a  hundred  words  ;  but  any  one,  who  under- 
stands the  use  of  pen  and  ink,  can  describe  anything,  if  he  have  the  dispo- 
sal of  the  space  oi  a  book  to  do  it  in.  But  the  reader  may  peruse  the 
whole  of  the  one,  and  not  attempt  to  read  a  part  of  the  other. 

Do  not  set  before  the  prospective  reader  more  than  he  will  read.  A 
steady,  small  stream  will  fill  the  bucket  to  the  required  fulness.  A  stream 
larger  than  the  bucket  will  fill  it,  and  slop  out  half  of  the  contents. 

There  would  not  be  the  slightest  objection  to  cramming  the  advertise- 
ment, if  the  reader  would  digest  it ;  but  the  trouble,  is  the  reader  will  not 
even  taste  enough  of  it  to  learn  its  flavor. 

An  advertisement  is  a  silent  drummer  ;  and  people  in  general  imagine 
themselves  to  be  opposed  to  drummers  ;  and  there  is  certainly  an  appear- 
ance of  objection  with  a  proportion  of  the  community  against  advertising 
in  general ;  consequently  it  is  absolutely  necessary  that  the  advertisement 
should  be  so  written  that  the  reader  will  absorb  it  before  he  has  time  to 
remember  the  conventional  apathy  he  may  suppose  he  possesses. 

The  wording  of  an  advertisement  frequently  rises  to  the  dignity  of 
literary  character  ;  indeed,  it  is  easy,  if  one  possess   the  ability,  to  throw 

17 


48  ^1 B O UT  AD  I  'ER TISING. 

considerable  literary  work  into  the  construction  of  a  single  headline ; 
and  right  here  it  is  opportune  to  say,  that  the  average  business  man  con- 
siders himself  too  much  occupied  to  give  the  time  to  the  proper  construc- 
tion of  effective  advertising. 

It  is  no  depreciation  of  a  business  man's  ability  to  say  that  few 
have,  or  can  have,  in  justice  to  business  affairs,  the  trained  knowledge 
sufificient  to  make  the  advertisement  as  effective  as  it  would  be,  if  he 
should  possess  that  which  the  present  business  methods  have  so  far 
refused  to  teach  him. 

I  do  not  mean  to  imply  that  the  business  man  can  not  write,  or  learn  to 
write,  a  good  advertisement.  He  can  so  learn,  if  he  will  but  give  intelligent 
attention  to  this  essential  department  of  his  business  ;  and  any  business 
man,  no  matter  how  busy,  to  be  a  successful  advertiser,  must  study  the 
methods  of  advertising  thoroughly  and  carefully,  or  else  engage  the  pro- 
fessional services  of  some  one  competent  to  write  and  direct  his  advertising. 

In  many  cases  the  employing,  regularly  or  occasionally,  of  such  trained 
assistance,  is  to  be  recommended. 

The  value  of  a  well  written  advertisement  can  hardly  be  over  estimated. 

There  are  plenty  of  cases  on  record  where  the  composition  of  a  single 
effectively  written  advertisement  has  been  worth  several  hundred  dollars. 

The  idea,  resulting  in  the  words,  "  Fanny  Fern  writes  for  the  Ledger," 
as  applied  to  the  advertising  of  that  famous  national  publication,  was  the 
lio-htning  stroke  of  a  genius.  These  words  alone  were  made  to  fill  entire 
pages  in  the  leading  daily  papers,  and  America  wondered  at  the  extrava- 
gance of  space,  and  bought  the  Ledger. 

If  head-lines  be  used,  and  they  are  recommended  for  nine-tenths 
of  the  advertisements,  the  burden  of  the  advertisement  hangs  on  the 
head-line. 

While  the  advertiser  should  preserve  a  certain  personal  identity  in  his 
advertisements,  it  is  not  generally  advisable  to  continue  in  the  same  line 
of  style  and  make  up. 

There   are    some   lines    of  goods    which  occasionally  require  extended 


WRITIXG.  49 

description,  but  when  long  descriptions  occur  it  is  well  not  to  have  them 
run  more  than  once  or  twice  in  succession  ;  and  the  intervening  adver- 
tisements should  be  particularly  short  and  crispy. 

Books  are  published  to  be  sold,  and  are  sold.  The  purchaser  buys  the 
book  because  he  wants  to  read  it,  and  yet  every  attention  is  given  to  the 
typographical  make-up  of  the  book,  to  have  it  set  up  in  clear,  readable 
type,  with  plenty  of  space  between  the  lines,  and  frequent  paragraphs. 

If  so  much  attention  be  given  to  the  typographical  appearance  of  that 
which  will  be  read  somewhat  irrespective  of  its  appearance,  should  not 
more  care  be  exercised  in  the  construction  of  the  advertisement,  to 
induce  people  to  read  that  which  they  imagine  they  do  not  really  care 
much  about  reading  ? 

The  common  form  of  writing  advertisements  is  to  put  big  statements 
into  big  type. 

'Generally  a  statement  cannot  be  too  broad  and  strong,  if  it  be  true. 

There  is  no  objection  to  using  very  large  display  type,  provided  there 
are  not  too  many  similarly  prominent  lines  in  the  same  advertisement. 

Large  type  lines  should  never  be  close  together.  They  should  either 
be  separated  by  blank  space  or  by  printed  matter  in  small  type.         ' 

The  value  of  large  type  is  dependent  on  its  contrast  with  the  type 
preceding  or  following  it.  Frequently  the  smallest  type,  by  its  very 
minuteness,  if  there  be  no  large  type  in  the  same  advertisement,  makes 
nearly  as  conspicuous  a  line  as  one  set  in  the  largest  type. 

In  the  majority  of  advertisements,  display  lines  are  used,  and  prob- 
ably always  will  be  used.  They  may  not  look  artistic,  but  there  is  no 
denying  that  there  is  a  business  look  about  large  type,  which  cannot  be 
readily  produced  in  any  other  way. 

If  the  writer  have  the  ability,  and  the  printer  the  type  to  set  it  in,  the 
literary  or  artistic  form  of  composing  advertisements  is  to  be  emphatically 
recommended.  A  distinct  and  original  style  should  be  persisted  in,  and 
there  is  absolutely  no  limit  to  the  possibilities  which  are  open  to  the 
practised  writer  of  artistic  and  literary  advertisements. 


50  ABOUT  ADVERTISIXG. 

It  is  easier  to  write  a  displayed  advertisement  than  any  other  style  of 
advertisement,  and  unless  one  understands  the  composition  of  the  so- 
called  higher  grade  of  advertisement  writing,  he  had  better  confine  him- 
self to  the  common  form  of  displayed  advertisement,  bearing  in  mind  that 
brevity  is  the  one  great  consideratum. 

An  advertisement  can  be  instructive  in  a  general  way,  so  as  to  contain 
positive  information,  which  will  be  read  and  looked  for,  and  which  cannot 
be  read  without  the  substance  of  the  advertisement  permeating  the 
remotest  recesses  of  the  reader's  brain. 

The  more  an  advertisement  appears  not  to  be  an  advertisement,  the 
better  it  is,  sometimes,  not  always,  for  a  business  advertisement,  written 
for  business,  about  business,  will  bring  business. 

Direct  advertising  is  generally  better  than  indirect,  but  a  combination 
of  all  of  the  methods  is  the  most  effective,  and  the  advertiser  should  strive 
to  follow  a  style  of  advertising  different  from  the  common  style  prevalent 
in  his  territory. 

The  personal  letter  form  of  advertising,  which  tells  in  a  gossipy,  sprightly 
style,  with  more  or  less  of  description,  of  the  goods  offered  for  sale,  is  to  be 
recommended  for  frequent  use.  In  this  style  of  advertisement  use.  few 
paragraphs,  a  modest  heading,  or  no  heading  at  all,  and  Old  Style  Roman, 
or  Full  Face  type,  is  generally  the  best  style  of  type  to  set  it  in.  The 
size  of  the  type  should  not  be  smaller  than  will  comfortably  fill  the  space, 
unless  the  advertiser  be  willing  to  pay  for  considerable  blank  space  at 
the  top  and  bottom  of  the  reading  matter.  The  blank  space  is  not  wasted, 
for  it  not  only  helps  the  typographical  appearance  of  the  advertisement, 
but  by  seeming  to  make  the  advertisement  so  brief,  increases  the  chances 
of  its  being  read. 

The  negative  form  of  writing  advertisements,  that  is,  apparently  run- 
ning down  the  advertiser,  provided  it  be  done  so  that  it  is  plainly  in- 
tentional, is  occasionally  beneficial. 

For  instance,"  Brown  makes  the  best  candy  out  of  the  poorest  molasses." 

Or,  the  dry  goods  dealer  might  announce,  "The  poorest  calicoes  at  the 


WRITING.  5 1 

liighest  prices.  No  attention  paid  to  customers.  Shrinkable  ginghams 
warranted  not  to  wash.  Ten  thousand  handkerchiefs,  not  worth  five 
cents  apiece,  at  twelve  dollars  a  dozen." 

This  class  of  advertisement  must  be  written  in  the  broadest  style  of 
exaggeration,  and  should  appear  not  more  than  a  few  times  during  the 
year  ;  and  never  should  be  used  at  all  if  the  advertiser  have  doubts  about 
the  way  the  public  will  understand  it. 

If  the  advertiser  or  writer  possess  a  humorous  vein,  he  can  often  use  it 
to  advantage;  but  before  attempting  anything  in  this  line,  he  must  be 
sure  that  his  humor  is  genuine,  not  imaginary.  No  matter  how  good  the 
humor  is,  the  shorter  it  is  the  better  ;  and  the  advertisement  should  be  all 
humorous,  or  not  humorous  at  all. 

Rhymed  advertisements  are  often  effective,  and  as  they  are  little  used, 
have  the  appearance  of  originality.  But  if  reputation  be  valued,  do 
not  indulge  in  this  sort  of  advertising,  unless  the  services  can  be 
secured  of  one  versed  in  the  art  of  versification.  Poor  prose  is  bad 
enough,  but  poor  rhyme  is  an  abomination. 

The  reproduction  of  newspaper  squibs,  pertinent  to  the  goods  adver- 
tised, is  a  new  and  very  effective  form  of  advertisement.  The  squibs 
should  closely  resemble  the  original,  including  the  heading  of  the  paper 
from  which  they  may  be  taken.  Plenty  of  white  space  should  be  allowed, 
and  the  advertisement  should  contain  only  the  newspaper  article. 

The  same  newspaper  advertisement  should  never  run  over  a  month 
without  change;  better  change  it  every  time.  If  something  new  cannot 
be  picked  out,  rewrite  the  old. 

Make  every  advertisement  readable. 

Remember  that  the  advertisement  should  be  written  for  the  eye  of  the 
reader,  not  as  a  means  of  personal  gratification  to  the  advertiser. 

Do  not  have  half  the  advertisement  blow,  the  balance  bluster. 

Do  not  allow  two  display  lines  to  come  together. 

Have  all  of  the  sentences  short. 

Always  see  a  proof  of  the  advertisement. 


52  ABOUT  AD VERTISIXG.  » 

Do  not  have  the  firm  name  and  address  occupy  more  than  two  or  three 
lines  of  medium  sized  type. 

A  dictionary  is  a  necessity  in  every  office,  particularly  so  where  adver- 
tisements are  written.  An  unabridged  dictionary  is  a  mine  of  informa- 
tion, and  is  a  material  aid  to  good  composition. 

Briefly,  the  formula  for  writing  an  advertisement  consists  of  brevity, 
originality,  typographical  appearance,  shrewdness,  something  to  say,  and 
plenty  of  space  to  say  it  in. 


PUFFS. 


"  A  newsy  puff  is  never  called  a  puff  by  name,  but  is  a  hundred  times  a  puff  in  worth." 


The  man  who  wrote  the  first  advertisement  probably  engineered  the 
printing  of  the  first  news  item  referring  to  the  goods  advertised. 

To  France  is  due  the  origin  of  the  word  puff.  In  that  country,  years 
ago,  a  certain  prevalent  style  of  head  dress  was  called /^^/^  In  arrange- 
ment it  consisted  of  the  hair  of  the  head  raised  high  over  cushions  of 
horse  hair,  and  ornamented  with  objects  indicative  of  the  taste  of  the 
wearer,  or  to  display  historical  incidents  which  had  occurred  in  the 
wearer's  family. 

The  Duchesse  d'  Orleans,  on  her  first  appearance  at  Court  after  the 
birth  of  a  son  and  heir,  adorned  her  pouff  with  the  representation  of  the 
nursery,  the  baby,  a  cradle,  the  nurse,  and  a  basket  fall  of  playthings,  all 
exquisitely  executed  in  gold  and  enamel. 

Madame  d'  Egmont,  the  Due  de  Richelieu's  daughter,  after  her  father 
had  taken  Fort  Mahon,  wore,  in  commemoration  of  the  event,  on  her 
pouff,  a  little  fortress  worked  in  diamonds,  with  mechanically  working 
sentinels  run  by  clock-work. 

This  advertisement  of  personal  victory  appears  to  be  the  origin  of  the 
present  wordpiiff,  which  is  now  applied  to  that  class  of  reading  matter  in 
the  newspapers. 

The  use  of  the  puff  is  perfectly  legitimate,  and  its  universal  use  the 
best  evidence  of  its  importance. 

53 


54  ABOUT  A D VER TISING. 

The  fundamental  principles  of  direct  advertising  apply  conversively  to 
puffing. 

Puffing,  to  be  worth  much  of  anything,  should  be  indirect.  The 
words,  "  The  best  goods  are  at  Brown's,"  are  hardly  worth  the  paper  they 
cover  in  the  newspaper. 

If  the  business  of  the  puff  is  transparent,  then  the  contents  spill  upon 
rocky  ground. 

The  puff  should  be  news  of  some  sort,  with  as  much  cat-in-the-meal 
about  it,  as  it  will  absorb  without  showing  it  upon  the  surface. 

For  instance,  a  dry  goods  store  is  advertising  attractions  in  cottons. 
If  the  item  in  the  local  columns  of  the  newspaper  says  that  "  Brown's  cot- 
tons are  unequalled,  and  everybody  should  buy  them  ; "  practically  no 
benefit  is  derived.     But  if  the  item  read  that 

"Truckman  Smith's  largest  wagon  was  obliged  to  make  four  trips 
from  the  depot  to  convey  the  first  shipment  of  Brown's  cottons  "  ;  or  that 
"  One  of  the  largest  wagons  in  town  passed  up  Main  Street  four  times 
yesterday,  loaded  with  cotton  cloth,  each  package  being  marked  Brown  & 
Co.  " ;  the  people  read  the  item  as  news  ;  and  nine-tenths  of  them 
believe  it  to  be  news,  uninfluenced  by  the  advertiser. 

Of  course  a  puff  is  instantly  recognized  by  the  experienced  advertiser^ 
but  the  experienced  advertiser  is  in  the  vast  minority.  It  is  only  necessary 
to  so  regulate  the  substance  of  the  puff  that  none  save  the  experienced 
will  readily  discov^er  the  intentional  import  of  it. 

If  the  puff  should  be  recognized  as  a  puff,  provided  it  did  not  contain 
misstatement,  no  injury  is  done,  save  that  a  large  proportion  of  its  value 
to  the  advertiser  is  lost. 

I  do  not  believe  a  great  deal  in  the  benefit  to  be  derived  from  the 
disappointment  or  surprise  sort  of  a  puff  ;  that  is,  the  article  which  opens 
upon  some  readable  subject,  interests  the  reader  at  the  start,  continues 
the  interest,  and  climaxes  it  with  a  bald-headed  reference  to  the  article 
advertised.  Such  a  puff  disgusts  the  reader,  and  is  very  liable  to  coun- 
teract the  intention  of  its  writer. 


PUTFS.  55 

So  construct  the  puff  that  the  puffy  part  of  it  naturally  becomes  a  part 
of  its  substance  without  apparent  intention.  For  instance  the  following 
is  at  worst  semi-local  news  : 

"  For  over  a  month  customers  at  Brown  Brothers' dry  goods  store  have 
noticed  the  huge  pile  of  Himalayan  shawls  which  rise  from  the  shawl 
counter.  Yesterday  Mr.  John  Brown  offered  a  half  holiday  to  the  clerk 
who  guessed  the  nearest  to  the  total  retail  price  of  the  shawls  contained 
in  the  pile.  The  guesses  ran  from  $500  to  $1,500,  and  Mr.  William 
Williams  won  by  a  guess  of  $800,  which  was  within  $7.50  of  the  correct 
answer,  the  pile  containing  201  shawls,  with  an  average  price  of  about  four 
dollars,  the  cheapest  shawl  being  marked  $1.75,  and  the  most  expensive 
^12." 

People  will  read  the  above  item,  and  the  local  paper  is  glad  to  print  it, 
yet  it  contains  a  most  pronounced  puff,  calling  especial  attention  to  the 
stock  of  shawls  at  Brown  Brothers'  store ;  speaks  particularly  of  the  big 
pile,  which  will  attract  people  ;  tells  the  average  price  of  the  shawls  ;  the 
lowest  price  of  the  shawls  ;  and  the  highest  price  ;  in  fact,  it  gives  about 
all  the  information  desired,  without  appearing  to  give  it  at  all. 

The  advertiser  should  have  his  business  constantly  before  the  public, 
always  in  the  advertising  columns,  and  as  often  as  possible  among  the 
news. 

No  store  can  exist  which  is  not  equal  to  creating  newsy  puffs  ;  for  the 
motion  of  the  business  is  constantly  turning  out  newsy  items,  which 
simply  need  collecting  and  adapting,  to  answer  the  triple  purpose  of  being 
acceptable  to  the  newspaper,  reader,  and  advertiser. 

One  two-line  squib  in  the  news  columns  is  worth  a  dozen  in  the  regu- 
lar column  of  puffs. 

Keep  out  of  the  company  of  puffs.  Have  all  the  puffs  so  newsy  that 
they  are  worth  a  place  with  the  news. 

Have  nothing  appear  in  the  reading  columns  of  the  paper  which  can 
disgust  the  sensible  reader.  There  are  some  people  in  every  community 
who  will  be  disgusted  at  anything.     It  is  useless  to  attempt  to  avoid  their 


$6  ABOUT  A D I  'ER TISIXG. 

criticisms,  but  it  is  essential  to  avoid  the  criticisms  of  the  average 
reader. 

The  puff  in  no  way  takes  the  place  of  the  legitimate  advertisement ; 
it  is  simply  supplementary  to  it,  and  without  the  regular  advertisement, 
would  be  worth  but  little,  if  anything. 

The  character  and  standing  of  a  firm  can  be  very  much  increased  by 
judiciously  arranged  puffs,  and  it  can  be  very  much  injured  by  indiscriminate 
puffy  puffs. 

If  the  advertiser  be  able  to  write  his  own  puffs,  it  is  better  for  him  to 
do  it  himself.  If  he  cannot  write  them,  it  is  generally  easy  to  find  some 
employee  who  has  the  ability  of  constructing  news  items.  In  case  such  an 
employee  cannot  be  found,  the  editor  will  dash  them  off  by  the  yard, 
but  the  advertiser  should  see  to  it  that  no  puff  whatever  appears  in  the 
local  papers,  unless  he  has  seen  the  manuscript,  or  a  proof  of  it.  Many  an 
editor,  as  a  return  courtesy,  has  written  puffs  which  have  been  direct 
injury,  when  the  opposite  was  intended. 

The  extensive  advertiser  can  obtain  one  or  more  newsy  puffs  in  every 
issue  of  the  paper  in  which  he  advertises,  and  a  little  care  and  attention 
by  himself  and  employees  will  make  it  a  very  easy  matter  to  construct  as 
many  of  these  newsy  puffs  as  any  local  paper  will  feel  justified  in  printing, 
and  as  many  as  it  would  be  advantageous  for  the  advertiser  to  use. 

Testimonials  are  a  form  of  puff,  and,  when  occasionally  used,  very 
effective  ones. 

Testimonials  must  be  short,  and  come  to  the  point  in  a  pointed  way. 
If  the  writer  of  a  testimonial  does  not  construct  it  so  that  it  is  readable, 
in  most  cases  better  not  print  it.  Generally,  the  writer  will  not  object  to 
a  reasonable  amount  of  editing,  that  is,  putting  the  testimonial  into 
presentable  shape. 

Testimonials  can  be  used  in  the  direct  advertisement,  or  can  be 
printed  in  the  news  columns. 

The  following  samples  of  puffs  are  presented  as  aids  in  writing  newsy 
local  or  otherwise   interesting   items,    which    will    be   acceptable    to    the 


PUFFS. 


57 


avearage  newspaper  reader,  are  not  too  far  removed  from  the  news  or  semi- 
literary  limit  to  be  consistently  used  by  the  newspaper,  and  which  contain 
sufficient  of  the  meat  of  advertising  to  be  of  benefit  to  the  advertiser. 

The  samples  are  set  in  leaded  Bourgeois  type,  to  the  measure  of  13^^ 
Picas,  and  consequently  occupy  about  twice  as  much  space  as  would  the 
same  matter  when  printed  in  the  reading  columns  of  the  large  city  daily, 
which  uses  solid  Nonpareil  type  for  its  reading  matter  ;  and  about  one- 
third  more  space  than  they  would  in  the  Minion  type  of  the  few  high-grade 
weeklies  which  use  it ;  and  about  fifteen  per  cent,  more  space  than  if 
placed  among  the  locals  in  the  average  country  paper  where  Brevier  type 
is  generally  used. 

The  substance  of  any  one  sample  puff  can  generally  be  easily  adapted 
to  fit  a  line  of  business  entirely  foreign  from  the  one  mentioned  in  the 
sample. 

Some  of  the  sample  puffs  have  headings  ;  some  have  not.  Some 
newspapers  use  headings  for  news  matter  extensively ;  some  make  up  a 
majority  of  the  reading  columns  in  paragraphs,  with  few  head  lines. 

The  puff  should  be  set  to  conform  to  the  typographica.1  "  make-up  "  of 
the  news  arrangement  of  the  paper. 


Hoe  for  Everybody. 

A  reporter  of  the  Herald,  while  waiting 
at  the  agricultural  warehouse  of  Brown 
Brothers,  noticed  the  large  number  of 
hoes,  shovels,  and  rakes  there  for  sale. 
Curiosity  prompted  him  to  approximate 
their  total  number,  which  resulted  in  about 
450  hoes,  725  rakes,  and  650  shovels, 
making  a  grand  total  of  over  one  implement 
for  every  house  within  ten  miles  of  the 
Herald  o^zt. 

Senator  Morgan  is  having  plans  drawn 
by  Architect  Smith  for  a  thirty  thousand 
dollar  stone  residence  to  be  erected  on  his 


land,  on  West  Street.  (  Here  follow  with 
description  of  the  house  to  be  erected. 
It  is  sometimes  best  to  give  the  exterior 
description  first,  and  then  in  a  week  or 
two  publish  a  description  of  the  interior.) 

Hon.  John  L.  Black  has  purchased 
William  Smith's  painting  of  the  Norwegian 
Girl.  It  is  understood  that  the  price  paid 
was  twenty-two  hundred  dollars. 

The  premises.  No.  42  West  Street,  were 
sold  at  auction,  yesterday,  by  Messrs.  Wil- 
liam Williams  &  Co.,  to  Mr.  William 
Black,  of  Dalton,  for  twenty-eight  hundred 
and  fifty  dollars. 


58 


ABOUT  AD VER TISIXG. 


**  The  Willows  '*  At  Auction. 

The  old  homestead,  for  over  fifty  years 
known  as  "  The  Willows,"  will  be  sold  at 
auction  next  Saturday  morning.  The 
mansion  contains  fifteen  rooms,  including 
double  parlors,  a  library,  eight  chambers, 
and  one  of  the  largest  of  dining  halls. 
The  house  was  put  in  thorough  repair  two 
years  ago,  at  which  time  all  the  modern 
improvements  were  added.  The  grounds 
contain  nearly  five  acres,  two  of  which, 
in  front  of  the  house,  are  of  well  cultivated 
lawn  grass.  The  orchard  has  in  it  thirty 
bearing  apple  and  pear  trees,  and  there  is 
over  an  acre  plowed  for  kitchen  gardening. 
l^Iessrs.  Smith  &  Smith,  the  auctioneers, 
will  give  full  particulars  about  the  place, 
which  is  one  of  the  most  remarkable 
opportunities  for  investment  offered  for 
many  years. 

A  Gingerbread  Man. 

Mr.  William  Williams,  for  five  years 
superintendent  of  the  Whitetown  bakery, 
has  leased  Mr.  John  Parker's  West  Street 
cottage,  and  will  move,  with  his  family,  to 
town,  next  week.  Mr.  Williams  will  have 
charge  of  the  gingerbread  department  of 
Black  &  White's  South  Street  bakery.  It 
will  be  recalled  that  Mr.  Williams  was 
awarded  the  silver  medal  for  the  best 
gingerbread  exhibited  at  the  recent  Inland 
County  Fair. 

A  Big  Check. 

The  largest  check  which  has  ever  been 
drawn  by  an  Inland  County  capitalist,  was 
recently  received  by  the  Browntown  bank. 
It  was  for  $137,000,  and  was  unexpected, 
but  was  honored  on  presentation  at  the 
bank,  the  bank  giving,  as  requested,  a 
draft  on  New  York  for  the  amount. 

Treasurer  Brown,  of  the  Browntown 
Institute    for    Savings,    states    that   3,208 


persons  hold  deposits  in  his  bank.  The 
average  deposit  amounts  to  about  ?275  ; 
the  largest  being  $1,000,  the  maximum 
limit;  and  the  smallest  one  dollar.  These 
figures  speak  well  for  the  frugality  of 
Browntown  people  and  their  neighbors. 


Mr. ,  well,  perhaps  it's  just  as  well 

not  to  give  names,  went  sound  asleep, 
yesterday,  while  being  shaved  at  Brown's 
tonsorial  parlors.  It  must  have  been  an 
easy  shave. 

William  Smith,  of  Clark  &  Co.'s.  shoe 
store,  rides  between  his  home  and  office 
upon  his bicycle,  three  times  a  day. 

A  Bicycle  Tour. 

Messrs.  John  Smith,  John  Jones,  and 
John  Black  have  just  returned  from  an 
extended  bicvcle  tour  through  Ohio. 
They  were  gone  four  weeks,  and  the 
actual  distance  ridden  by  each  of  the  party 
exceeded  eight  hundred  m'.Ies.  They 
report  a  most  magnificent  time,  and  are 
already  making  arrangements  for  another 
tour  in  September.  The  three  gentle- 
men   rode  light    roadsters,   which 

Ihey  purchased  last  season  of  William 
Shakespeare,  the  local  agent  for  Brown- 
town. 

John  Jones,  the  local  bicycle  agent,  was 
the  happiest  man  at  the  bicycle  races  on 
the  Agricultural  Fair  Grounds'  track  yes- 
terday, for  the  winning  men  in  each  of  the 
six  bicycle  contests  rode . 

The  Browntown  Rifle  Association  has 
voted  to  use  the  All-Right  guns  exclu- 
sively in  the  future. 

Colonel  Smith  and  Major  Jones,  with 
their  Walker  rilies,  started. yesterday  for  a 
huntinii  tour  of  the  Black  Hills. 


PUFFS. 


59 


At  the  last  meeting  of  the  Browntown 
base  ball  club,  it  was  voted  to  play  only 
with  the  Smilh  &  Smith  regulation  ball. 

A  No.  26  Boot. 

The  biggest  boot  ever  seen  in  Brovvn- 
ville  is  on  exhibition  at  Brown's  shoe 
store.  It  is  a  No.  26,  weighs  15  pounds, 
and  is  a  perfectly  formed  and  serviceable 
boot,  being  made  precisely  like  the  five- 
dollar,  hand  sewed  boots,  which  are  grouped 
around  their  big  brother  in  Mr.  Brown's 
shjw  window. 

The  Weaving:  of  Carpets. 

Few  people  have  any  idea  of  the  intri- 
cate machinery  necessary  to  the  weaving 
of  carpets,  and  the  marvellous  artistic 
designing  ability  required  of  the  men  who 
draw  the  original  patterns.  [Here  follow^ 
with  a  brief  description  of  how  carpets 
are  made,  stating  the  number  of  threads  in 
the  carpet  loom,  the  colors,  and  any  other 
interesting  Information.]  Brown  Brothers, 
of  West  Street,  have  one  hundred  differ- 
ent designs,  which  well  exhibit  the  progress 
of  the  carpet  industry. 

Everybody  knows  how  cheerful  it  makes 
a  room  look  to  have  one  or  more  handsome 
rugs  upon  the  floor,  whether  the  room  be 
covered  with  carpets  or  mattings,  or  is 
painted.  A  pretty  rug  need  not  neces- 
sarily be  expensive.  Brown  Brothers  have 
fifty  or  more  designs  in  rugs,  at  prices 
ranging  from  one  dollar  up  to  twenty 
dollars  or  more. 

Many  of  the  best  families  are  realizing 
how  delightfully  cool  and  clean  a  chamber 
or  other  room  looks  covered  with  straw 
matting,  and  the  housekeeper  well  knows 
how  easy  it  is  to  sweep  this  kind  of  floor 
covering.  Brown  Brothers,  of  West  Street, 
are  exhibiting  a  dozen  patterns,  many  of 


them  so  low  in  price  that  a  floor  can  be 
carpeted  with  them  at  a  cost  hardly  ex- 
ceeding the  cost  of  painting  the  floor. 

Hotel  Vendome  is  being  recarpeted  from 
office  to  garret.  To  cover  the  floors  will 
require  upwards  of  ten  thousand  yards  of 
the  different  grades  of  carpets.  The  con- 
tract was  awarded  to  Brown  Brothers 
against  six  competitors. 

Cashier  Perkins,  of  the  Clarendon  Na- 
tional Bank,  has  purchased  an  elegant  new 
buggy.  It  was  especially  made  for  him 
by  Messrs.  White  &  Black. 

Rev.  William  Williams,  D.  D.,  while 
driving  between  Methodist  Centre  and 
Congtown,  yesterday,  was  run  into  by  a 
heavy  coal  team.  Although  the  blow  was 
a  hard  one,  the  reverend  gentleman's  car- 
riage sustained  no  serious  injury.  Dr. 
Williams  purchased  the  carriage  six  years 
ago,  of  Brown  Brothers,  and  the  present 
accident  caused  the  first  repairs  necessary. 

Three  Hundred  Overcoats. 

The  famous  woollen  mills  of  Ware  em- 
ploy four  hundred  hands,  and  fully  half  of 
that  number  have  spent  their  entire  time, 
during  the  past  three  months,  in  the  man- 
ufacture of  the  celebrated  allvvool  Conti- 
nental goods.  Brown  Brothers,  the  West 
Street  clothiers,  expect  to  sell,  this  spring, 
three  hundred  overcoats  made  of  this 
durable  cloth. 

It  is  estimated  that  fully  seventy-five 
per  cent,  of  the  male  inhabitants  of  Brown- 
town  wear  ready-made  garments.  The 
present  quality  of  the  goods  in  this  class 
of  clothing,  and  the  fact  that  any  one  of 
fair  proportions  can  obtain  an  excellent 
fit,  generally  indistinguishable  from  the 
best  custom-made,  have  done  much  toward 
makino-  the  clothins:  trade  one  of  the  most 


6o 


ABOUT  ADVERTISING. 


extensive  in  the  countr)-.  In  the  large 
wholesale  manufactories,  expert  cutters 
command  as  high  salaries  as  five  thousand 
dollars  a  year,  and  there  are  a  few  instances 
where  they  receive  nearly  a  thousand  dol- 
lars a  month.  The  trade  in  town  and 
about  has  been  so  heavy,  that  Brown 
Brothers  have  just  added  one  thousand 
feet  of  floorage  to  their  salesrooms,  and 
employed  three  new  clerks. 

Five  car-loads  of  coal,  each  containing 
fifteen  tons,  arrived  in  Browntown, 
Wednesday,  billed  to  Brown  Brothers. 

The  contract  for  supplying  the  Brown- 
ville  Hotel  with  coal  for  the  winter  has 
been  awarded  to  Messrs.  Brown  Brothers, 
The  gentlemen  will  put  in  one  thousand 
tons  of  the  well  known  Forest    City  coal. 

Confectioner  Brown  has  used  over 
three  hogsheads  of  molasses,  during  the 
last  month,  in  the  manufacture  of  his 
famous  Mother  Carey's  old  fashioned 
molasses  candy. 

The  glass  pyramid  in  Brown  Brothers' 
show  window  is  constructed  of  five  hun- 
dred pieces,  with  over  a  hundred  different 
varieties  of  glass  ware.  The  retail  prices 
of  the  articles  which  were  required  to 
build  this  remarkable  monument,  figure 
up  to  two  hundred  dollars,  yet  there  are 
in  it  fifty  or  more  pieces  wliicli  sell  for 
from  five  to  ten  cents  apiece. 

The  Baptist  Church  was  brilliantly 
lighted  last  evening.  The  new  lamps 
turn  night  into  day.  The  chandelier  and 
side  lights  are  constructed  after  the  pattern 
of  the  Blazing  Star  lamp,  which  so 
brilliantly  lights  the  entrance  to  Brown's 
crockery  and  lamp  store. 


Ohio,  in  which  place  is  located  the 
famous  Cotta  crockery  works.  Mr. 
Brown  will  combine  business  with  pleas- 
ure, and  has  already  completed  arrange- 
ments for  two  car-loads  of  crockery  ware, 
to  arrive  in  town  shortly  after  his  return. 
The  contents  of  the  two  cars  will  cover 
three  hundred  shelves  and  tables. 

False  and  Natural. 

Science  has  removed  half  of  the 
objection  to  the  wearing  of  false  teeth. 
An  expert  dentist  readily  adapts  the  set  to 
the  facial  appearance  of  the  patient,  and  if 
the  work  be  well  done,  it  is  often  difficult 
to  distinguish  the  false  from  the  real. 
The  other  day,  at  a  reunion  of  a  ladies' 
society,  for  the  fun  of  it,  a  false  teeth  vote 
was  taken,  and  it  was  found  that  over  half 
of  the  ladies  present  wore  one  or  more 
false  teeth.  Probably  Dr.  George  Brown, 
the  dentist,  could  give  a  great  deal  of 
interesting  matter  in  regard  to  the  teeth 
worn  by  the  elderly  ladies  of  Browntown, 
among  whom  he  has  practiced  for  the  last 
twenty  years,  but  the  doctor  never  tells 
tales  ou:  of  office. 

Senator  Brown,  of  Browntown,  is  sufli- 
ciently  convalescent  to  be  able  to  enjoy 
short  drives.  The  senator  has,  until 
recently,  been  confined  to  his  room  for  over 
six  months,  and  has  suffered  four  very  pain- 
ful and  delicate  surgical  operations.  Dr. 
White  has  attended  him  throughout  his 
sickness,  and  performed  all  of  the  opera- 
tions, three  of  which  were  so  delicate  as  to 
require  the  utmost  skill,  and  so  dangerous 
to  the  life  of  the  patient,  that  tiie  slightest 
mistake  would  have  resulted  fatally. 

Three  Dresses. 


Mr.  John   Brown,  of  the  firm  of  Brown    i        Hundreds  of   the  ladies  of    IJrowntown 
&  Wliite,  is  visiting  friends  in  Glasstown,    '   are   visiting  the  parlors   of   Mrs.   William 


PUFFS. 


6l 


Brown,  on  West  Street,  where  are  exhibited 
three  remarkable  gowns.  They  are 
draped  upon  wax  forms.  The  first  one 
is  very  pretty  and  neat,  and  though  no  one 
would  at  first  believe  it,  its  construction 
required  only  six  yards  of  material.  The 
next  gown  was  made  up  with  the  idea  of 
giving  the  most  artistic  arrangement  to 
the  drapery,  with  the  use  of  eight  yards 
of  cloth,  the  usual  amount  used  in  mak- 
ing a  dress  for  the  average  lady.  The 
third  dress  is  made  of  the  most  elegant  of 
imported  silk,  trimmed  in  the  most  expen- 
sive manner.  The  amount  of  silk  used 
in  the  construction  of  this  dress  was 
forty  yards,  and  the  cost  of  it,  including 
the  material  and  work,  exceeded  $900. 
This  last  dress  is  not  a  sample,  but  was 
made  up  to  the  order  of  Mrs.  Senator 
Black,  who  will  wear  it  at  the  mid-winter 
reception  to  Gov.  Jones. 

It  has  been  a  very  healthy  season,  yet 
Mr.  George  Brown,  the  druggist,  has 
put  up  406  prescriptions  during  the  last 
month. 

Coughing'  Children. 

An  eminent  physician  has  said  that  an 
appalling  number  of  little  children  have 
been  prematurely  injured,  or  killed,  by  so- 
called  patent  medicines  for  children.  Mr. 
William  Williams  is  a  graduate  of  the 
Chapin  Pharmaceutical  College,  and  gives 
his  personal  attention  to  the  compounding 
of  his  Harmless  cough  syrup,  which  does 
not  contain  a  trace  of  opiates.  This  syrup 
may  not  quiet  the  coughing  child  as 
quickly  as  do  some  of  the  questionable 
compounds  on  the  market,  but  it  is  as 
harmless  as  syrup  or  molasses. 

If  every  man,  woman,  and  child  in 
Brownville  should  purchase  a  pair  of  stock- 
ings at  Brown  Brothers'  store,  this  enter- 
prising firm  would  have  enough  stockings 


left  to  cover  the  pedal  extremities  of  all 
the  licensed  dogs  in  town. 

Five  Miles  of  Handkerchiefs 

are  a  good  many,  yet  one  of  our  local 
mathematicians  has  figured  that  the  new 
lot  of  handkerchiefs  recently  arrived  at 
Brown  &  Co.'s  store,  will,  if  laid  side  by 
side,  reach  from  here  to  Nextville,  five 
miles  away. 

One  thousand  yards  of  the  different 
grades  of  cotton  cloth  arrived  yesterday  at 
Brown  Brothers'  store.  A  local  mathema- 
tician has  figured  that  this  cloth  will  cover 
the  sleepers  of  the  railroad  track  between 
the  depot  and  Brown  Avenue,  a  distance 
of  nearly  half  a  mile. 

Over  a  million  feet  of  spool  cotton  is 
waiting  to  be  sold  on  the  thread  counter  of 
Brown  Brothers'  store. 

Immaculate  Table  Linen. 

There  is  nothing  more  appetizing  than  a 
well  arranged  table,  and  the  quality  and 
whiteness  of  the  table  linen  is  the  first 
consideration.  Brown  Brothers  have  just 
placed  upon  their  counters  an  immense 
stock  of  table-cloths  and  napkins.  A  fine 
damask  table-cloth,  with  a  dozen  napkins  to 
match,  are  offered  for  eight  dollars ;  and  if 
the  lady  desire,  she  can  get  the  whole 
value  of  her  money  by  paying  as  high  as 
twenty-five  dollars.  The  firm  are  showing 
a  dozen  varieties  of  tea  and  after-dinner 
cloths,  at  prices  ranging  from  two  dollars 
to  twelve  dollars,  with  napkins  to  match, 
from  sixty  cents  to  three  dollars  a  dozen. 

By  actual  measurement,  there  are  ten 
thousand  yards  of  the  different  qualities  of 
ladies' cloth  at  Brown  Brothers'  store  —  a 
sufficient  amount  to  cut  over  a  thousand 
dress  patterns. 


62 


ABOUT  A D I  'ER TISI.\  G. 


Eminent  physicians  believe  in  the  fre- 
quent change  of  underwear,  and,  fortu- 
nately, underwear  is  very  inexpensive;  for 
instance,  enough  underwear  for  all  neces- 
sary change  can  be  purchased  at  Brown 
Brothers  for  a  ten-dollar  bill,  and  the 
quality  good  enough  to  wear  two  years. 

One  of  the  prettiest,  and  certainly  one 
of  the  most  necessary,  commodities  for 
the  lady's  toilet  table  is  a  plush  Imed  toilet 
and  manicure  set.  Brown  Brothers  are 
offering,  this  week,  a  set  arranged  in  a 
handsome  plush  case,  containing  hair- 
brush, comb,  nail-polisher,  scissors,  and 
the  other  articles  which  properly  go  with 
the  set,  all  for  two  dollars.  The  box  and 
articles,  although  not  expensively  made, 
are  as  durable  and  as  serviceable  as  those 
which  cost  ten  or  fifteen  dollars. 

A  Bijf  Catch  of  Trout. 

Brown  Brothers,  of  South  Street,  have 
on  ice  ten  dozen  of  the  finest  trout  ever 
seen  in  Brownville.  The  fish  weie  caught 
in  Placid  Brook,  in  the  Androscoggin 
woods.  The  gamey  fish  average  a  pound 
in  weight,  and  there  are  three  shining  fel- 
lows which  tip  the  scales  at  two  pounds 
and  six  ounces  each. 

It  is  remarkable  how  the  people  do 
crowd  the  five  and  ten  cent  stores,  and  yet 
not  so  remarkable  when  is  considered  the 
innumerable  amount  of  useful  and  fancy 
things  which  can  be  purchased  at  these 
prices.  By  actual  count,  yesterday,  6i  I 
people  made  purchases  at  Brown's  five  cent 
store. 

The  floral  locomotive,  which  occupied 
the  honorary  place  of  the  centre  of  the 
table  at  the  recent  banquet  of  railway  con- 
ductors, was  one  of  the  most  remarkable 
designs  ever  constructed.     It  was  made  up 


entirely  of  pinks,  requiring  in  its  construc- 
tion over  five  thousand  flowers.  The  soci- 
ety has  tendered  a  vote  of  thanks  to  Mr. 
George  Brown,  the  West  Street  florist,  for 
the  magnificent  gift. 

Mrs.  Brown,  wife  of  Senator  George 
Brown,  is  considered  the  handsomest 
woman  in  Washington  society.  At  the 
recent  Presidential  reception  she  wore  a 
magnificent  Paris  made  gown  of  heavy 
cream  colored  silk,  trimmed  wi  h  point 
lace,  and  in  her  corsage  was  a  large  bunch 
of  Jacqueminot  roses,  which  flowers  appear 
to  be  the  fashion  with  the  society  ladies 
of  Washington.  Brown  Brothers,  the 
West  Street  florists,  have  in  their  green- 
house, over  two  thousand  buds  of  these 
exquisite  flowers,  ready  to  burst  o^jen. 

A  car  load  of  flour,  and  a  thousand 
bushels  of  grain,  have  just  been  received 
at  Brown  Brothers'  feed  store,  on  West 
Street. 

Five  hundred  barrels  of  Crescent  City 
flour  arrived  in  town  yesterday.  Every 
barrel  was  billed  to  Brown  Brothers. 
This  flour  contains  the  whole  wheat,  and 
in  nutriment  is  far  superior  to  the  regular 
grades  of  bolted  flour.  Dr.  William 
White,  the  eminent  New  York  physician, 
in  a  paper  before  the  State  Meilical 
Society,  highly  recommended  the  use  of 
wholewheat  flours,  especially  to  the  ])rofes- 
sional  workers,  whose  brains  and  nervous 
energies  are  recuperated  by  the  phosphates 
contained  in  these  flours. 

Fifty  boxes  of  oranges  are  piled  up  in 
the  rear  of  Brown  Brothers'  West  Street 
fruit  store.  The  fruit  is  in  prime  co.i- 
dition. 

Grapes  hive  never  been  chea])er  or 
more  delicious  tlian  thev  are  this  season. 


PUFFS. 


63 


Brown  Brothers  have  just  received  a 
hundred  boxes  of  Concord  and  Delaware 
grapes.  Yesterday,  the  same  firm  received 
twenty-five  boxes  of  Malaga  grapes,  and 
a  dozen  large  boxes  from  California,  con- 
taining the  finest  grapes  from  the  southern 
Calif ornian  vineyartls. 

This  season  there  will  be  about  fifteen 
different  styles  of  gentlemen's  collars,  and 
Brown  Brothers  have  just  received  three 
hundred  dozen,  representing  an  assort- 
ment of  all  the  styles. 

A  man  may  be  known  by  the  stockings 
he  wears,  and  when  one  sees  a  fine  appear- 
ing, durable  stocking,  there  is  reason  to 
believe  that  it  came  from  the  enterprising 
store  of  Brown  Brothers. 

Mixed  colored  lawn  ties  are  much  in 
fashion.  Brown  Brothers  have  in  stock 
over  a  thousand  of  this  class  of  neck 
wear,  representing  over  thirty  designs. 

The  Whist  Epidemic. 

Browntown  society  people  almost  pos- 
sess a  monomania  for  progressive  whist. 
Tuesday  evening  there  were  no  less  than 
fifteen  progressive  whist  parties  in  town. 
The  combination  checker,  chess,  and  card 
tables,  which  Brown  Brothers  offer  as  a 
specialty  in  furniture,  are  so  inexpensive 
that  no  one  who  enjoys  games  can  afford 
to  be  without  one. 

Younjf  Man,  Get  Married. 

Why  should  any  young  man  hesitate 
about  getting  married  when  four  hundred 
dollars  in  cash  will  purchase  all  that  is 
necessary  to  furnish  six  rooms,  and  the 
furnishings  be  of  first  class,  though  inex- 
pensive, material  ?  The  black  walnut  cham- 
ber set  which  Brown  Brothers  recommend 
for  persons  of  moderate  means,  who  con- 


template housekeeping,  is  one  of  the 
handsomest  of  durable  sets  of  furniture. 
The  dining  room  tables  are  square  cor- 
nered, well  polished,  and  well  made,  and 
the  chairs  strong  and  comfortable.  The 
parlor  furniture  is  handsome,  rich  looking, 
and  will  wear  in  any  house  ten  years,  and 
the  balance  of  the  four  hundred  dollar 
outfit  is  proportionately  as  pretty  and 
durable. 

While  in  Brown  Brothers' furniture  store, 
yesterday,  a  representative  of  the  Herald 
counted  no  less  than  a  dozen  evidently 
engaged  couples,  and  immediately  returned 
to  the  Herald  o^ce,  and  und,er  "  markets  " 
wrote,  "  Matrimonial  stock  is  quoted  at 
ISO." 

Some  one  who  knows  says  that  there 
are  forty-nine  Browntown  ladies  who  own 
seal-skin  cloaks,  and  that  there  are  4.308 
Browntown  ladies  who  do  not  own  them, 
but  want  to.  Brown  Brothers,  the  fur- 
riers, are  selling  serviceable  seal-skins  as 
low  as  two  hundred  dollars. 

If  this  cold  weather  continues,  even  the 
men  will  have  to  wear  muffs.  Evidently 
Brown  Brothers,  tiie  furriers,  think  that 
that  is  what  the  men  are  coming  to,  by  the 
way  they  are  carrying  such  an  immense 
stock  of  these  absolutely  necessary  com- 
modities of  the  lady's  out-of-door  wardrobe. 

The  steam  pipes  in  Colonel  Wellington's 
house  burst  at  12  o'clock  last  mght,  and 
the  lower  part  of  the  house  was  completely 
filled  with  steam.  The  colonel  immediately 
stepped  to  the  telephone,  called  up  the 
house  of  Mr.  George  Brown,  the  West 
Street  steam  fitter,  and  in  less  than  fifty 
minutes  the  damage  was  repaired,  and  the 
quietness  of  night  settled  over  the  Wei- 
ll n-iton  homestead. 


64 


ABOUT  ADVERTISING. 


Said  the  Ancient  Mariner :  '■  When  I 
married  my  wife  she  had  twelve  buttons 
on  her  waist  and  one  button  on  her  glove. 
Now  she  has  one  button  on  her  waist  and 
twelve  buttons  on  her  glove."  But  Brown 
Brothers,  the  West  Street  dealers  in  gloves, 
go  a  dozen  better,  for  in  their  window  hang 
several  pairs  of  twenty-four  button  gloves, 
so  long  that  the  little  schoolboy  was  not  far 
out  of  the  way  when  he  asked,  "  Mamma, 
why  can't  you  sew  a  seat  in  those  gloves, 
and  let  me  wear  them  for  snow  pants  ?" 

The  New  Jersey  Tomato  Canning  Com- 
pany packed  half  a  million  cans  of  toma- 
toes last  season,  and  of  that  number 
Brown  Brothers,  the  West  Street  grocers, 
have  one  thousand.  These  tomatoes  have, 
for  several  years,  enjoyed  the  reputation  of 
possessing  the  flavor  equal  to  the  fruit 
fresh  from  the  vine. 

There  is  nothing  more  appetizing,  deli- 
cious, and  healthful  than  hot  wheat  cakes 
for  breakfast,  and  the  All  White  wheat 
sold  by  Brown  Brothers,  is  daily  baked  in 
more  than  half  the  cooking  stoves  in 
Brown  town. 

A  house  without  a  thermometer  is  about 
as  badly  off  as  a  hall  without  a  hat-tree. 
The  poorest  guide  on  temperature  is  the 
feeling  of  the  party  who  tries  to  determine 
whether  it  is  too  hot  or  too  cold.  A  man 
may  feel  cold  one  day,  when  the  room  is 
seventy  degrees,  and  feel  warm  enough 
another,  when  the  thermometer  only 
points  to  sixty.  A  good  thermometer  is 
the  only  unerring  guide,  and  a  good  one 
can  be  purchased  for  twenty-five  cents  at 
Brown  Brothers'  hardware  store. 

The  harnesses  worn  by  the  team  which 
drags  the  tally-ho  coach  between  the 
depot  and  Taft's  Hotel,  were  made  ten 
years  ago  by  Brown  Brothers,  the  harness 


men ;    and   the    cost    for    repairs   during 
that  time  has  not  exceeded  five  dollars. 

There  are  a  thousand  dollars'  worth  of 
straw  hats  on  the  big  counter  in  Brown's 
hat  store,  and  some  of  the  hats  sell  as  low 
as  ten  cents  apiece. 

The  hats  worn  by  the  Crescent  Cornet 
Band  attract  the  admiration  of  everv  one 
who  sees  them.  They  were  specially 
designed    by  Brown  Brothers,  the  hatters. 

It  is  estimated  that  over  five  hundred 
gentlemen  in  Inland  County  are  wearing 
the  new  Harvard  hat,  designed  by  Brown 
Brothers.  It  is  a  fine  appearing  hat,  dur- 
able, cannot  be  jammed  out  of  shape,  and 
the  cold  weather  attachment  is  appreciated 
when  the  mercury  is  loSt  sight  of. 

Brown  Brothers,  of  West  Street,  have 
in  their  loft  five  hundred  tons  of  fresh 
Connecticut  hay,  and  over  a  hundred  tons 
of  first  class  straw. 

All  of  the  hay  cut  on  Maple  Farm,  some 
four  hundred  acres,  has  been  purchased 
by  Messrs.  Brown  &  Co. 

Senator  Brown,  from  Wisconsin,  Mayor 
Sumner,  of  Cambridge,  and  Colonel 
Walker,  of  Boston,  are  stopping  at  the 
Hotel  Bristol. 

The  recent  banquet  given  at  the  Tre- 
mont  Hotel,  by  the  Concord  Zouaves,  far 
exceeded  in  elaborateness  any  former 
attempt  in  Inland  County.  Landlord 
Jones  for  over  a  month  has  had  the 
affair  in  preparation,  and  the  heartiest 
congratulations  on  the  result  are  in  order. 
There  were  over  one  hundred  different 
articles  mentioned  upon  the  bill  of  fare, 
and  every  one  of  them  was  cooked  and 
served  as  well  as  the  best  French  cook 
could  have  cooked  and  served  it. 


PUFFS. 


65 


William  Smith,  the  representative  of 
the  Equitable  Fire  Insurance  Co.,  has 
settled  Brown  Brothers'  claim  of  eleven 
thousand  dollars  insurance,  from  their 
recent  loss,  by  fire,  two  days  ago.  This 
is  the  quickest  settlement  which  has  ever 
been  made  in  this  county,  so  far  as 
reported. 

Life  Insurance  Agent  Smith  has  placed 
over  seventy-five  thousand  dollars  in  life 
insurance  among  Brovvntown  people  during 
the  last  week. 

William  Williams,  Esq.,  the  Dalton 
capitalist,  who  died  last  week  at  his 
Jacksonville  winter  residence,  placed  a 
life  insurance  through  Agent  Brown,  for 
one  hundred  thousand  dollars,  just  as  he 
was  departing  for  Florida,  one  month  ago. 

Fire  Insurance  Agent  Jones  states  that 
there  are  only  four  houses  in  town  which 
are  not  insured. 

Ten  thousand  dollars'  worth  of  diamonds 
are  exhibited  in  Brown  Bros.'  West 
Street  jewelry  store. 

Watches  are  regulated  free  of  charge  at 
Brown  Brothers.  The  large  clock  which 
is  used  for  true  time,  is  regulated  by  wire, 
from  Yale  University  observatory,  every 
hour. 

William  Black  &  Co.,  the  West  Street 
jewellers  and  dealers  in  clocks,  have 
imported  this  season  over  five  thousand 
dollars'  worth  of  the  different  grades  of 
French  time-pieces. 

Free  Johnny  Cakes. 

It  is  surprising  how  many  families  in 
town  are  doing  their  entire  cooking  upon 
oil  stov^es.  The  present  perfection  in  this 
line  of  stove  manufacture  not  only  makes 


the  cooking  easier,  but  it  is  much  more 
economical,  for  the  fuel  is  burning  only 
when  the  stove  is  in  use.  Brown  Brothers 
are  exhibiting  in  their  window  the  differ- 
ent sizes  of  the  Walker  oil  stove.  The 
store  is  always  fiilled  with  ladies  to  see  this 
remarkable  cooker  in  operation.  The 
Messrs.  Brown  present  every  lady  with 
Johnny  cakes  which  are  cooked  every  half 
hour. 

Brown  Brothers,  the  West  Street  dealers 
in  kitchen  furnishing  goods,  have  in  stock 
over  a  ton  of  flat  irons,  from  the  little  flat- 
boat  shaped  affair  up  to  the  long  tailor's 
goose. 

Three  hundred  handkerchiefs,  two 
hundred  shirts,  five  hundred  pairs  of 
stockings,  one  hundred  table-cloths,  one 
thousand  five  hundred  pieces  of  under- 
wear, and  five  thousand  collars  and  cuffs, 
were  washed  and  ironed  at  Brown's 
Laundry,  during  the  month  of  May. 

Lawyer  Brown  has  had  the  pleasure  of 
winning  forty  cases  in  the  District  Court 
during  the  month  of  April,  and  in  that 
time  he  lost  only  three. 

Hon.  William  Black  has  been  retained 
as  counsel  in  the  celebrated  Door  Mat 
case,  which  comes  up  before  the  Supreme 
Court,  in  the  January  term. 

Brown  Brothers  have  over  fifty  thousand 
feet  of  pine  lumber  in  their  North  Avenue 
yard. 

The  monument  erected  over  the  remains 
of  the  late  Senator  Black,  in  the  Green- 
wood Cemetery,  is  one  of  the  most 
exquisite  pieces  of  marble  carving  among 
the  hundreds  of  fine  works  of  this  kind  in 
the  cemetery.  It  came  from  the  marble 
works  of  Smith  &  Jones. 


66 


A  BOLT  ADVERTISFXG. 


Smith  Brothers,  the  market  men,  have 
just  received  one  hundred  pounds  of  the 
finest  Maine  venison. 

A  ton  of  freshly  dressed  beef  is  hanging 
on  the  hooks  at  Brown's  Market. 

William  Black  &  Co.,  the  masons,  have 
been  awarded  the  contract  on  the  new 
Continental  building. 

Green  Grove  Farm  is  delivering  its 
milk  in  glass  cans.  Mr.  William  Black, 
the  superintendent  of  the  farm,  has  just 
purchased  fifty  Jersey  cows,  which  will 
arrive  on  the  farm  in  about  two  weeks. 

The  Concord  bonnet  is  much  worn  by 
Washington  society  ladies.  Mrs.  John 
Black,  of  West  Street,  has,  in  her  show 
cases,  a  dozen  of  these  bonnets,  trimmed 
in  styles  to  suit  every  complexion. 

*'  From  $2  to  $50,"  are  the  words  of  the 
sign  which  is  placed  in  the  show  window  of 
Mrs.  Brown's  millinery  store.  It  refers  to 
an  evolution  in  prices  of  bonnets,  which  are 
illustrated  by  an  exhibition  of  forty-eight 
of  these  articles  marked  from  $2  up  to  $50 
respectively.  A  sub-sign  might  be  appro- 
priately added,  "  Bonnets  for  Everybody," 
for  about  everybody  who  wear  bonnets 
comes  within  the  scope  of  the  exhibition. 

Miss  Cordelia  Sumner's  beautiful  con- 
tralto voice  never  sounded  sweeter,  or 
richer,  than  it  did  last  evening,  at  the 
Academy  of  Music,  when  she  sang  Miss 
Walker's  famous  lullaby  solo,  entitled, 
"  Baby  Sleeps  on  Paregoric."  Brown 
Brothers,  the  West  Street  music  men, 
state  that  this  song  has  been  so  popular 
in  Browntown  that  they  have  already  sold 
over  six  hundred  copies. 

Mrs.  Senator  Black  has  just  purchased,  of 
Brown  Brothers,  a  Pickering  grand  piano. 


The  parlor  organ  for  the  new  South 
Street  Church  parlors  has  been  ordered 
of  Brown  Brothers. 

William  Jones  is  painting  his  West 
Street  house  himself  with  ready  mixed 
paint  purchased  of  Brown  Brothers. 

Smith  &  Co.,  the  painters,  have  obtained 
the  contract  for  painting  the  interior  of  the 
new  Academy  of  Music  building. 

Richards  &  Richards  have  obtained  the 
largest  contract  for  paper-hanging  ever 
given  in  the  county.  They  will  do  the 
entire  work  in  this  line  upon  the  new 
Browntown  Hotel,  which  will  require  over 
three  thousand  rolls  of  paper. 

Fifteen  children,  of  ages  ranging  from 
six  months  to  four  years,  were  photo- 
graphed at  Brown's  studio,  yesterday. 

Smith  Brothers,  the  plumbers,  are  doing 
the  plumbing  work  on  the  new  Life  Insur- 
ance building. 

The  magnificent  country  seat  of  the  late 
Senator  Jones  is  offered  for  sale.  [Here 
write  description  of  the  place.]  Full  infor- 
mation can  be  obtained  of  Joslyn  &  Rich- 
ards, the  West  Street  real  estate  agents. 

Three  hundred  pounds  of  meat  were 
roasted  last  week  to  supply  the  regular 
diners  at  Brown's  restaurant. 

Messrs.  Smith  &  Co.  have  just  put  in  a 
large  Smith  &  Weston  fire-proof  safe. 

Destruction  of  a  Will. 

Fourteen  of  the  twenty-six  fires  in  Cleve- 
land, last  week,  occurred  in  business  blocks, 
and  of  that  latter  number,  six  of  the  offices 
destroyed  had  no  safe.  The  losses  can 
not  be  recovered  in  these  cases,  and  one 
of  them  is  particularly  sad.  In  a  desk 
drawer  was  a  roll  of  papers,  among  them 


PUFFS. 


67 


the  last  will  of  the  late  Hon.  John  White, 
who  left  over  two  million  dollars.  This 
last  will  was  drawn  the  day  before  he  was 
drowned,  and  bequeathed  half  of  his  prop- 
erty to  the  new  orphans'  home,  at  Good- 
ville.  A  former  will,  drawn  five  years  ago, 
left  that  amount  to  the  Cleveland  public 
library.  The  last  will  was  properly  drawn, 
signed,  and  witnessed,  and  was  temporarily 
placed  in  the  drawer.  The  substance  of 
this  will  v.-as  only  known  to  Mr.  White  and 
the  lawyer  who  drew  it,  and,  as  it  is 
destroyed,  its  contents  will  not  stand  in 
law.  It  is  really  criminal  carelessness 
which  places  valuable  papers  outside  a 
proper  safe,  when  a  good  safe  can  be  pur- 
chased at  so  reasonable  a  price.  Brown 
Brothers,  our  local  safe  men,  offer  a  sub- 
stantial fire  resisting  safe  at  as  low  a  cost 
as  fifty  dollars. 

There  are  supposed  to  be  five  hundred 
sewing  machines  in  practical  use  in  town, 
and  Manager  Smith,  of  the  Wheel  and 
Crank  Sewing  Machine  Co.,  offers  to  give 
a  brand  new  machine  to  any  one  who  will 
prove  that. he  did  not  sell  half  of  that 
number. 

There  are  probably  not  exceeding  a 
dozen  families  in  town  witliout  a  sewing 
machine.  Manager  Smith,  of  the  Excelsior 
Sewing  Machine  Co.,  reports  the  sale  of 
fifty  machines  during  October. 

Mr.  John  Black  entered  upon  the  duties 
of  local  agent  for  the  Victor  Sewing 
Machine,  five  years  ago.  He  entered  this 
machine  in  competition  at  that  time,  and  it 
has  taken  every  first  prize  offered  at  the 
county  agricultural  fairs. 

There  were  six  different  makes  of  sew- 
ing machines  exliibited  at  the  Inland 
County  fair.     The  \'ictor  was  victorious. 


Tliis  makes  the  seventh  prize  given  to 
Manager  Black,  for  the  best  sewing  ma- 
chine, in  competitive  exhibition. 

Brown  Brothers'  beautiful  boat  sleigh, 
the  "  Frost  King,"  carried  a  merry  party 
to  Winterville  and  back,  last  evening. 

Initial  stationery  is  absolutely  indis- 
pensable to  the  well  kept  boudoir  writing 
table.  Twenty  different  designs  are  now 
on  the  counters  of  Smith  Sc  White. 

Bookseller  Brown  reports  the  sale  of 
over  three  hundred  copies  of  Colonel 
Shakespeare's  remarkable  novel  of  "  The 
Slow  and  the  Sure,"  during  the  past  week. 

Henry  Ward  Milton's  novelette  entitled 
"A  Man  of  To-day,"  has  just  received  its 
fifty-fifth  edition.  Bookseller  Brown  has 
presented  the  Brownville  Library  with  a 
handsomely  bound  copy  of  this  remarkable 
work  of  fiction,  which  is  being  read  by 
every  cultivated  family  in  the  country. 

Mr.  John  Brown  has  contracted  with 
Messrs.  Black  &  Co.,  of  West  Street,  to 
place  one  of  their  Save-Coal  furnaces  in 
each  of  his  six  South  Street  cottages. 

There  is  no  question  about  the  advan- 
tages of  the  open  grate,  from  a  hygienic 
point  of  view,  to  say  nothing  about  the 
good  cheer  it  distributes  about  the  room. 
Half  of  the  houses  in  town  could  not, 
without  great  expense,  jjut  in  fireplaces; 
but  any  family  will  reap  rapt  enjoyment 
from  one  of  the  Blazing  Star  open  stoves 
of  which  Brown  Brothers  show  over  a 
dozen  sizes. 

There  are  supposed  to  be  a  hundred 
men  who  are  sporting  bran  new  spring 
trousers  about  town.  Brown  Brothers, 
the  West  Street  tailors,  state  that  they 
have  made  up  this  month  over  one  hundred 


68 


ABOi'T  ADrERnSI.YG. 


pairs    without    any    three    being    cut  from 
the  same  pattern. 

"The  cup  which  cheers  but  not  inebri- 
ates,"—  good  tea  or  good  coffee,  and 
you  get  both  at  Brown's  tea  store. 

Free  coffee  —  for  two  days.  Brown 
Brothers  will  present  everybody  who  calls 
with  a  cup  of  the  most  delicious  coffee, 
made  from  the  famous  All-Pure  coffee, 
which  sells  for  thirty-five  cents  a  pound. 

An  electric  motor,  of  the  estimated 
capacity  of  one-half  a  horse-power,  has  just 
been  put  into  Brown's  North  Street  tea 
and  coffee  house.  The  machine  will 
grind  coffee  as  quick  as  lightning. 

Somehow  water  tastes  better  and  seems 
cooler  when  drank  out  of  the  old  fashioned 
tin  dippers  which  Brown  &  Co.  are 
making  at  their  West  Street  tin  factory. 

Brownville  capitalists  are  much  inter- 
ested in  the  success  of  the  Rail  &  Tire 
Railroad.  Brown  &  Brown,  the  brokers, 
report  the  sale  of  si.x  hundred  shares,  at 
$104,  for  the  week  ending  Saturday. 

The  Boston  &  Pittsfield  R.  R.  has 
not  been  the  cause  of  a  single  accident 
since  the  opening  of  the  road  two  years 
ago,  and  the  road  has  run  on  an  average 
of  ten  trains  a  day. 

The  new  4.30  train  on  the  Whitefield 
&  Greenville  R.  R.  is  a  great  convenience 
to  ladies  who  come  to  town  on  shopping 
visits. 

Quick  Time. 

Steamer  Swift,  of  the  Lake  Champlain 
Transportation  Co.,  runs  between  Brown- 
town  and  Whiteville  in  two  hours  and 
twenty  minutes,  a  little  better  than  at  the 
rate  of  eichteen  miles  an  hour. 


The   Comiiig'  Excursion. 

Already  five  hundred  tickets  have  been 
sold  for  the  North  shore  steamboat  excur- 
sion, which  occurs  on  .the  twenty-eighth 
inst.  The  excursionists  will  pass  in  full 
view  of  the  fortiiications  and  islands  of  the 
harbor.  The  steamer  will  run  so  close  to 
the  North  shore  that  one  can  recognize 
the  hundreds  of  magnificent  country  seats 
which  line  the  aristocratic  coast.  Star 
Island  will  be  passed  within  one  hundred 
feet.  By  special  arrangement  with  the 
government  superintendent,  the  fog  horns 
on  the  island  will  be  blown,  just  as  the 
steamer  passes.  An  interesting  incident 
of  the  excursion  will  be  the  throwing  of 
the  mail  from  the  pilot-house  deck,  as  the 
steamer  passes  Hingham  Light,  into  a  net 
hanging  just  below  the  light-house  entrance. 
The  steamer  will  return  to  town  promptly 
at  6  P.  M.  The  number  of  tickets  has 
been  limited  to  eight  hundred,  although 
the  steamer  is  licensed  to  carry  twelve 
hundred  passengers,  for  Captain  Brown, 
famous  for  his  attention  to  the  comfort  of 
his  passengers,  desires  that  every  one 
should  have  the  opportunity  of  fully  enjoying 
the  best  of  comfort,  and  an  uninterrupted 
view  of  the  magnificent  scenery  of  the 
finest  stretch  of  coast  in  Eastern  waters. 
Ladies  and  children  without  escort  can 
enjoy  the  trip,  for  the  best  of  order  is 
maintained  on  board,  and  no  wines  or 
liquors  will  be  sold  or  allowed  to  be  drank 
on  the  steamer.  The  Browntown  brass 
band  will  discourse  popular  airs,  and  the 
University  Quartette  will  give  a  concert 
of  college  songs  on  the  main  deck. 

Dear  Little  Tliiii'^s. 

Two  hundred  squirrels,  caiHured  alive 
in  the  Maine  woods,  have  been  turned 
loose  into  Summer  Grove.  Manager 
Smith,  of    the  B.  &    II.    Steamboat    Co., 


FL/FFS. 


69 


which  controls  the  grove,  has  niade 
arrangements  to  place  therein  twenty  Ver- 
mont deer. 

There  is  over  a  mile  of  ribbon  in  stock 
at  Brown's  trimming  store. 

Over  one  hundred  thousand  buttons, 
representing  two  hundred  and  fifty  varie- 
ties, are  constantly  on  hand  at  Brown's. 

Little  Lord  Fauntleroy  is  holding  daily 
receptions  at  Brown  Brothers'  West 
Street  store.  His  lordship  is  surrounded 
by  fifty  wax  dolls,  dressed  in  the  costumes 
of  all  nations. 


The  costume  worn  by  White  &  Black's 
Santa  Claus,  actually  cost  over  one  hun- 
dred and  fifty  dollars.  Saint  Nicholas, 
who,  for  the  last  week,  has  paraded  Main 
Street,  giving  away  pretty  cards  to  the 
children,  says  that  the  temperature  beneath 
his  bear-skin  coat  never  goes  below 
summer  heat  in  the  coldest  winter 
weather. 

Of  the  dozen  or  so  accidents  which  have 
been  caused  by  horses  slipping  upon  the 
ice,  not  one  of  the  animals  were  shod  with 
the  Cantslip  shoe,  which  Brown,  the 
blacksmith,  always  shoes  the  horses  with, 
during;  the  winter  months. 


OUTDOORS. 


"  That  he  who  runs  may  read." 


Out-of-door  advertising  properly  includes  posters,  signs,  and  advertising 
on  fences,  sides  of  barns,  and  other  buildings,  and  painting  upon  rocks. 

Painting,  or  cutting  any  advertising  whatever,  upon  rocks,  or  other 
works  of  nature,  is  direct  desecration  of  the  natural  beauties  of  the  scenery, 
and  should  not  be  indulged  in  by  the  advertiser,  or  permitted  by  the 
local  authorities. 

Large  posters  stuck  upon  the  bill-boards,  and  upon  the  fences  and  barns, 
are  often  effective  methods  of  advertising. 

Posters  should  be  used  only  to  announce  specific  attractions,  and 
should  contain  as  few  words  as  possible. 

The  type  in  which  the  poster  is  set  must  be  sufficiently  large  and 
distinct  to  permit  its  being  read  at  a  distance  of  si.x  or  more  feet. 

A  poster  should  have  one  or  two  prominent  head  lines.  One  is  better 
than  two  ;  and  over  half  of  the  balance  should  be  set  in  type  from  one- 
fourth  to  one-half  the  size  of  the  largest  type  used  in  the  poster.  The 
other  lines  should  never  be  set  in  type  smaller  than  Two-Line  Great 
IVimer,  e.xcept  the  few  lines  giving  unimportant,  yet  necessary  information  ; 
and  these  last  mentioned  lines  should  be  in  type  no  smaller  than  Great 
,  Primer. 

Large  wood-cuts  add  much  to  the  attractiveness  of  the  poster. 

70 


OUTDOORS.  yi 

The  placing  of  sign-board  advertising,  as, —  "Five  Miles  to  Brown's 
Shoe  Store,"  is  an  old,  yet  good,  way  of  out-of-door  advertising. 

The  signs  should  not  be  nearer  than  half  a  mile  to  each  other,  and 
the  distance  specified  upon  them  must  be  geographically  correct. 

Signs  nailed  to  the  fences,  or  other  conspicuous  places,  are  unobjection- 
able, and  are  liable  to  be  beneficial. 

The  lettering  upon  advertising  signs  should  be  in  the  extreme  of 
brevity,  like, —  "Brown's  Walking  Shoes."  "  Brown's  Rubbers  Are  Made 
To  Wear,"  "Brown's  50  Cent  Shoes."  "  Stoves  at  Brown's."  "Brown, 
The  Leading  Dry  Goods  Dealer."  "  Brown,  The  Hatter."  "  Brown,  The 
Clothier." 

Advertising  signs  along  the  railroad  are  conspicuous,  and,  if  rightly 
constructed  and  located,  are  of  considerable  value.  They  should  be  very 
large,  and  never  placed  nearer  the  track  than  fifty  feet,  unless  they  are 
put  up  in  close  proximity  to  a  depot.  The  letters  must  be  of  immense 
size,  and  the  design  or  illustration,  if  any,  should  be  sufficiently  clear  to 
be  readily  absorbed  by  the  passenger  of  the  flying  train.  The  signs  can 
be  painted  upon  fences  along  the  track,  if  the  fences  are  fifty  feet  from 
the  track,  or  they  can  be  painted  upon  barns  and  sheds,  or  upon  large 
board  frames  erected  in  fields  along  the  railroad. 

Roadside  advertising  has  the  distinction  of  being  permanent,  and  good 
petition  generally  costs  nothing. 

Upon  or  near  a  bridge  is  one  of  the  best  places  to  nail  advertising  signs. 

Place  the  advertising  sign  or  poster,  if  of  local  character,  whenever 
possible,  on  the  right  hand  side  of  the  road,  going  towards  town,  so  that  it 
can  be  easily  seen  by  the  occupants  of  the  carriages  as  they  move  town- 
ward. 

Advertising  signs  arc  somewhat  expensive,  unless  purchased  in  con- 
siderable quantities. 

A  fairly  durable  advertising  sign  can  be  made  of  pine  boards,  cut  into 
convenient  size,  the  advertising  to  be  printed  upon  them  in  large  plain 
letters,  but  not  with  the  stencil. 


72  ABOUT  ADVERTISIXG. 

If  these  wooden  signs  are  ordered  in  quantities  as  large  as  one  hun- 
dred at  a  time,  a  good  way  to  do,  is  to  procure  that  number  of  pieces  of 
thin,  soft  wood,  and  have  them  printed  by  some  printer  who  has  a  strong 
printing  press,  and  dares  to  risk  upon  it  an  electrotype  heavy  enough  to 
do  the  work.  If  the  local  printer  will  not  do  it,  they  can  be  sent  to  any 
large  city  and  done  at  a  very  low  price. 

Ornamental  designs  or  appropriate  illustrations  are  effective  additions 
to  out-of-door  sign  work,  provided  they  are  designed  and  painted  so  as  to 
be  readily  seen  at  a  distance,  and  clearly  portray  the  idea  intended. 

While  the  plain-gold-on-black  sign  is  generally  preferable  for  the  reg- 
ular permanent  store  sign,  it  is  often  advantageous  to  originate  a  specific 
style  of  store  sign  which  will  be  recognized  as  peculiar  to  the  firm. 

The  copper  tea-kettle,  the  stuffed  bear,  the  wheel,  the  trunk,  the  clock, 
and  other  staple  articles  of  trade,  placed  by  the  door  or  over  it,  are  unob- 
jectional  and  not  undignified,  and  aid  in  familiarizing  the  people 
with  the  location. 

The  stereopticon  furnishes  a  novel  way  of  advertising,  although  its 
novelty,  on  account  of  its  frequent  use,  is  somewhat  wearing  off.  If  the 
party  have  confidence  in  the  company  running  the  stereopticon,  and  is 
sure  that  the  advertisement  will  be  displayed  at  a  prominent  place, 
during  the  time  that  the  streets  are  more  or  less  full  of  people,  and 
the  price  be  not  exorbitant,  it  is  well  to  consider  this  method  of  local 
advertising. 

Flyers,  that  is,  small  circulars  printed  upon  cheap  paper,  and  given 
away  at  the  door  of  the  store  of  the  advertiser,  or  at  other  prominent 
places,  or  left  on  the  counters  to  be  gathered  up,  are  recommended  for 
special  announcements. 

The  flyer  should  be  small,  clearly  printed,  and  should  not  contain  more 
than  two  or  three  times  as  much  as  should  be  contained  in  a  poster  writ- 
ten upon  the  same  subject. 

The  sandwich-man  method  of  advertising,  that  is,  a  man  with  big 
show-boards  hanging  from  his    shoulders,  is    not    to    be   indiscriminately 


OUTDOORS.  -J  I 

recommended.  The  chiropodists  have  advertised  in  this  way  from  time 
immemorial,  and  it  is  presumed  that  these  signs  bring  in  to  them  a  certain 
amount  of  patronage.  Cheap  restaurants  also  use  this  method  of  adver- 
tising, presumably  with  success. 

A  unique  improvement  on  the  sandwich-man  method  is  the  alphabetical 
procession,  consisting  oi  as  many  men  as  there  are  letters  in  the  article 
advertised,  each  man  carrying  a  sign  upon  which  is  printed  one  of  the 
letters,  the  men  marching  in  single  file,  near  enough  together  so  that  the 
word  can  be  easily  spelled  out. 

Sign  bearing  men  should  be  well  dressed,  usually  in  some  conspicuous 
uniform. 

Delivery  wagons  can  be  made  a  source  of  beneficial  advertising.  The 
words,  "  Fine  Teas  and  Groceries,"  to  do  much  good,  should  be 
handsomely  painted  ;  and  it  is  a  good  plan  to  supplement  the  lettering 
with  some  painted  scene  appropriate  to  the  business.  The  words,  "  Brown 
Brothers.  Dry  Goods.  Delivery  Wagon,"  artistically  painted  upon  a 
well  painted  and  finished  wagon,  do  much  to  impress  people  with  the 
extent  of  the  business. 

In  some  lines  of  trade  it  is  well  to  drive  the  most  elaborately  gotten  up 
wagon,  of  special  mechanical  design,  and  elegantly  painted.  The  harness, 
too,  can  be  showy,  and  even  the  horse  blankets  may  be  used  for  advertising 
purposes. 

The  mechanical  construction  of  the  body  of  the  wagon  can  be  made  to 
represent  the  business,  like  a  huge  trunk,  a  big  shoe,  an  ofifiice  desk,  a 
large  soap  box,  an  immense  sofa, —  all  on  wheels.  Any  carriage  manu 
facturer  can  build  these  forms  of  wagons,  and  a  little  ingenuity  will  allow 
ample  room  for  carrying  purposes.  The  cost  of  constructing  such  a 
vehicle  need  not  greatly  exceed  that  of  a  first-class  wagon  of  ordinary 
design. 

Large  clocks  upon  posts,  or  hanging  from  out-of-door  brackets,  aid  in 
locating  the  store,  are  a  public  convenience,  and  are  consequently  appre- 
ciated, and  may  be  used  by  any  line  of  trade. 


74  ABOUT  ADVERTISING. 

Everybody  is  interested  in  the  temperature  and  the  forecasts  of  the 
weather,  and  large  thermometers  and  barometers,  placed  near  the  outside 
of  the  entrance,  are  sure  to  attract  attention. 

The  electric  light  in  front  of  the  store  is  a  mark  of  enterprise  ;  and 
where  the  electric  light  cannot  be  obtained,  other  artificial  lights  can  be 
arranged  to  brilliantly  light  the  street  in  front  of  tlie  store. 

While  all  these  methods  of  out-of-door  advertising  can  be  made  to  be 
of  benefit  to  the  advertiser,  they  do  not  in  any  way  take  the  place  of 
legitimate  advertising  in  legitimate  newspapers,  and  so  far  as  I  know,  no 
business  has  ever  been  successful  which  depended  entirely  upon  circulars, 
signs,  flyers,  and  the  like,  for  its  advertising.  When  used,  and  only  when 
so  used,  as  supplementary  to  newspaper  advertising,  they  are  more  or  less 
valuable. 


PRINTING. 


"The  art  upon  which  lean  the  art  and  science  of  the  world." 


The  encyclopDedia,  the  book  of  information,  and  even  the  dictionary, 
have  honored  the  art  of  all  arts  with  appropriate  eulogy. 

The  past  of  printing  rests  among  the  opening  pages  of  civilization's 
history. 

The  annihilation  of  printing  means  the  annihilation  of  progress. 

Literature,  art,  science,  profession,  business, —  all  are  nursed,  fed, 
encouraged,  and  protected  by  the  invention  of  Gutenberg. 

The  click,  click,  click,  of  the  type  in  the  stick  is  the  still  small  voice 
which  vibrates  from  pole  to  pole,  and  before  which  nations  tremble. 

The  product  of  the  printing  press  is  as  much  a  part  of  business  as  the 
cash  drawer  is  a  part  of  the  cashier's  desk. 

No  business  house  exists,  or  can  exist,  without  a  certain  amount  of 
commercial  printing,  and  even  the  professional  man  has  to  call  upon  his 
printer  as  often  as  upon  his  doctor. 

The  tendency  has  been,  and  is,  to  overcrowd  every  kind  of  printed 
matter. 

I  think  that  I  can  safely  venture  the  assertion  that  fully  half  of  every- 
thing in  the  way  of  commercial  printing,  whether  it  be  a  business  card,  a 
bill-head,  a  circular,  a  postal,  or  a  pamphlet,  contains  twice  as  many  words 
as  are  necessary  to  tell  the  story,  or  the  public  cares  to  read. 

75 


^6  ABOUT  A Dl 'ER TISIXG. 

Brevity  is  the  one  great  essential  in  commercial  printing,  and  neatness 
is  about  on  a  par  with  it. 

Commercial  printing,  like  advertising,  should  be  original  and  dis- 
tinctive, as  far  removed  from  the  conventional  style  of  others  as  is 
possible  without  crossing  the  lines  of  crankyism. 

One  of  the  best  rules  to  follow  in  printing  is  to  have  all  the  matter 
possible  set  in  a  scries  of  some  particular  type,  the  only  difference  being 
in  the  size  of  the  letters. 

It  is  well  to  use  a  particular  style  of  type  for  the  firm's  name  on  all  of 
its  printed  matter,  varying  the  size  of  the  type  to  fit  the  space. 

The  writer  of  copy  for  any  kind  of  commercial  printing  should 
remember  that  the  result  is  not  to  please  the  writer,  but  to  please  the  one 
to  whom  it  is  sent ;  that  the  one  receiving  it,  if  it  be  a  circular  or  other 
form  of  printed  advertisement,  is  very  likely  to  give  it  little  attention 
unless  there  be  something  about  its  typographical  make-up  that  particu- 
larly strikes  him. 

A  poorly  written,  poorly  printed  circular  is  generally  worth  but  little 
more  than  the  cost  of  the  white  paper.  A  well  written,  well  printed,  and 
well  arranged  circular  has  a  mission,  and  can  perform  it  to  the  benefit  of 
the  one  who  sends  it  out. 

Bill-heads  should  contain  a  mere  statement  of  the  business  of  the  party 
sending  them  out.  If  more  than  that  is  put  on,  it  does  absolutely  no 
good,  and  spoils  the  looks  of  the  bill-head. 

Business  cards  should  also  be  brief.  There  are  few  lines  of  business, 
all  the  details  of  which  can  be  expressed  upon  a  business  card,  and  if  a 
good  part  of  them  are  there  expressed,  it  does  no  particular  good,  from 
the  fact  that  it  is  incomplete  any  way,  and  people  will  read  only  a  limited 
amount  of  it. 

Circulars  should  tell  the  story  in  the  fewest  possible  words.  A  circu- 
lar is  not  a  work  of  literature,  or  a  book,  and  nobody  so  considers  it.  If 
it  do  not  strike  the  mind  within  a  few  seconds  from  the  time  the  eye 
lights  upon  it,  there  is  not  one  chance  in  a  hundred  of  its  being  readi 


PRIXTIXG.  77 

except  by  those  who  read  everything  which  is  put  into  their  hands,  and 
that  class  of  people  is  seldom  profitable  to  any  commercial  house. 

Tell  the  circular  story  briefly,  immediately,  and  when  through  telling 
it,  stop. 

On  general  principles,  the  shorter  the  circular  the  better,  and  the 
shorter  the  circular  the  more  brains  it  takes  to  write  it. 

When  there  is  too  much  matter  to  be  conveniently  placed  in  circular 
form,  print  it  in  a  pamphlet,  but  have  enough  pages  in  the  pamphlet  so 
that  it  will  not  be  necessary  to  crowd  the  matter.  A  pamphlet  is  nothing 
more  or  less  than  a  series  of  circulars,  bound  in  book  form. 

Because  the  writer  of  the  circular  or  pamphlet  understands  the  goods 
he  is  writing  about,  he  must  not  assume  that  the  public  is  more  than 
generally  acquainted  with  them  ;  and  he  should  so  write  the  description, 
that  it  will  be  intelligible  to  the  average  mind. 

A  descriptive  catalogue  or  pamphlet  is  simply  a  biased  text-book 
upon  the  subject,  and  should  be  as  brief,  as  pointed,  and  as  intelligible, 
as  is  a  text-book. 

Attention  should  also  be  given  to  the  printing  paper  used.  There  are 
many  cases  where  the  success  of  certain  circulars  has  depended  alm.ost 
entirely  upon  the  uniqueness  and  originality  of  the  paper. 

There  is  absolutely  no  limit  to  the  typographical  make-up,  the  arrange- 
ment of  pages,  and  the  variety  of  papers,  colors,  and  tints. 

A  cover  can  be  made  so  attractive  and  unique  as  to  command  respect- 
ful attention,  which  will  be  carried  over  into  the  contents  of  the  book. 

A  circular  or  pamphlet  is  given  away.  It  is  to  be  presumed  that 
half  of  the  people  who  receive  it  think  that  they  care  nothing  about  its 
contents ;  consequently  the  whole  affair  should  be  so  arranged,  typo- 
graphically and  otherwise,  that  it  will  be  sufficiently  read  to  have  the  gist 
of  its  contents  quickly  absorbed,  perhaps  unconsciously,  by  the  person 
advertising. 

Always  see  a  proof,  no  matter  how  small  the  printing  job  may  be. 
Read  the  proof  carefully,  not  only  for  typographical  errors,  but  to  obtain 


78  ABOUT  A D  VERTISIXG. 

suggestions  of  improvement,  which  are  more  likely  to  be  found  in  the 
reading  of  the  proof  than  in  the  reading  of  the  manuscript. 

It  is  generally  inadvisable  to  continually  change  the  style  of  the  regular 
commercial  printing.     A  business  man  may  be  known  by  his  printing. 

By  experiment  select  some  distinctly  original  style  for  the  standard 
printing,  and  insist  upon  its  being  used. 

If  the  local  printer  cannot  produce  the  desired  effect,  send  the  copy, 
with  instructions,  to  some  expert  printer,  to  be  set  up,  and  order  electro- 
types made. 

The  electrotypes  should  be  sent  to  the  local  printer  when  in  need  of 
printing. 

The  expense  of  having  the  original  composition  executed  by  some 
expert  printer  is  comparatively  small,  for  the  matter  can  be  satisfactorily 
arranged  by  mail. 

Electrotypers  are  located  in  all  cities  of  fair  size. 

The  cost  of  electrotyping  is  about  twenty  cents  per  square  inch,  for 
the  first  inch,  and  about  four  cents  per  square  inch  for  each  additional  inch. 
When  made  in  quantities,  the  cost  per  electrotype  is  from  twenty-five  to 
fifty  per  cent,  less  than  when  less  than  half  a  dozen  are  ordered. 

Electrotypes,  with  care,  will  clearly  give  from  one  hundred  thousand 
to  two  hundred  and  fifty  thousand  impressions. 

Stereotypes  are  not  likely  to  show  clear  impressions  after  twenty-five 
thousand  are  printed  from  them,  and  the  best  stereotype  impression  is 
seldom  as  clear  as  that  of  the  electrotype.  Although  stereotypes  cost 
about  a  quarter  less  than  do  electrotypes,  it  is  generally  poor  economy  to 
use  them. 

The  average  local  printer,  even  if  he  cannot,  from  lack  of  material,  do 
artistic  composition,  can  usually  give  satisfactory  press  work.  But  the 
sending  of  the  original  copy  of  standard  printing,  like  bill-heads  and 
business  cards,  to  some  expert  printer,  for  artistic  original  composition, 
with  electrotypes  to  be  made  therefrom,  is  to  be  recommended,  unless 
there  be  a  first-class  printing  office  near  by. 


PR/A'TIXG.  79 

The  following  samples  of  commercial  printing  are  presented  for  what 
they  may  be  worth  in  the  suggestion  of  ideas. .  The  idea  conveyed  to  one 
line  of  trade  can  easily  be  made  to  apply  more  or  less  to  any  other.  The 
type  used  in  the  make-up  of  the  samples  can  be  duplicated  in  nearly  every 
large  city  printing  house,  and  any  fairly  equipped  country  printing  office 
can,  by  substitution,  preserve  the  general  identity  of  most  of  the  samples. 


^O  ABOUT  ADVERTISIXG. 


"A  woiiiaii^s  bonnet  hitilt  to  jit  its  place" 


(^96  pleasure  of  your  company,  witl? 
friends,  is  renussted  at  \\)Q  Riftl^  Unnual 
Opening   of  \\)Q   West    End     Frtiilinery    Bm- 


)orium,     .     . 


102  Brown  Avenue, 

Wednesday,  May  1,  1889. 

9  to  4  o'clock. 


Form  of  Invitation.     Should  be  upon  double  sheet. 


PRINTIAG. 


8i 


'Tis  not  the  clothes  which  make  the  man,  but  they  help." 


\    Inspection  is  invited  to  the  .New   Li-ines  of 

cOLiitinqs,     :     :     : 
\  roLiserinqs,    and 


sO^     o 


O       S^:^       ° 


©. 


^ercocitinqs.        : 

I  he- latest  inv^oices  iqcluJe  tl]e  finest  of  Ameri 
can  aqJ  horeigq  fabrics.  The  prices  qv< 
consistei]t   With    quality   of   n-|atenal    ai]J    work 

P- 


inanshi 


.    .   Tailors.    .   . 
10   BroWn   Street  ....    BrovVnVi! 


Form  of  Invitation.     Should  be  printed  upon  double  sheet. 


82 


ABOUT  ADl'ERTISIXG. 


'•  Perhaps  you  '//  need  me  during  'S9." 


1  Ve  had  ten  years  of  practical  professional 
e>?perience  \x\  lOentistry.  fm  conveniently  lo- 
cated in  Bi^ovv-n's  lolocl<;,  BroWn  e)treet.  .IV|\- 
office  l]ours  are  from  9  to  4  o  clock.  JVjy  fees 
are  as  low"  as  consistent  with  skilful  workman- 
ship.     .  . 

WILLIAM  Williams,  D.  D.  S. 

May  1,   1889 


Form  of  Invitation.     Should  be  upon  double  sheet. 


PRINTING.  ^l 


i(|  Colvimbia  GlotKir^g  House, 


CENTRi^CL     BLOCK. 


Drowntown,  U.,..  1889. 


Letter  or  Nute  Head. 


l^cadcrs  xx)  plustj. 


TOILET  SETS,  JEWELRY  CASES,      ALBUMS, 

MANICURE  SETS,        HAND  BAGS,  BROOM  CASES. 


From  a  Quarter  to  a  Dollar,  and  JHigKer. 


Heading  for  Circular  or  well-printed  Flyer. 


84  ABOUT  ADVERTISIXG. 


*  BROWN  S  WHITE,  * 


DEALERS    IN 


COAU,  WOOD,  ^  C£)yiE;^T, 


567   DOLPHIN  STREET,    s 


WHITE  CITY,  OHIO. 


Business  Card. 


Brownville,  a,  1889. 


^ 


To  F.  W.  WJHITZ,  M.D.,  1), 


For  Professional  Services; 


Professional  Bill-Head. 


PRIXTIXG. 


85 


William  Williams,  M.  D. 


102   BROWN   STREET, 

WARREN,   O. 
OFFICE  HOURS  I    10  TO  12. 


Professional  Card. 


Brown  &  Brown, 


*****-»*-»-»  5ii  s*  *?&•**  -»  *  «-  •»  *  *  *  *-  *  *  *  *  *  *  -a  *  *  *  *  *  *  *  *  *  *  «-  •»  *  *  5&  «•*****-»*»  * 


FURNITURE, 


^ 
^1^ 


******-»  5&  «•  -»**•»**•»-»**»»*  *  •:;:■  •:•;■  *  *•  •:•:•  *  •**»**»  S-  :i:-  :;:■  ;•:-  *■  .i:-  ;|;  :i;- 


260  White  Avenue, 

White  viLLE,    Ohio. 


Business  Card. 


86  ABOUT  ADVERTISIXG. 


About  Tables 


-^Jsr 


Mff- 


A    STORY    KOF^    THE     HOUSEWIKK. 


IN   ONE   CHAPTER     . 


Heading  for  Circular  or  Pamphlet. 


$.,,t.  C1.US  l^eccptiop5.   ^ 


ALL   DAY   LONQ. 


rOR    CHILDREN     OK     ALL     AOES, 
AND     THEIR     PARENTS,      -      -      -         "'^^ 


AND     OTHER     RELATI\^ES. 


Card  Invitation. 


PRINTING. 


87 


Miss  E.  W.  White, 


Fashionable  Millinery. 


102    BROWN    AVENUE, 
WHITEVILLE,   OHIO. 


Special   Busmess  Card. 


WHITE    &    BLACK, 

CLOTHIERS, 

102    BROWN    STREET, 

BROWNTOWN,    O. 


Envelope,  Letter,  or  Note  Corner  Piece. 


88  ABOUT  ADl'ERTISIXG. 


Ml 


)^|itTE  8t  W^tlTE, 


DRV    GOODS 

100  BROWN  AVENUE. 


BroM\tr)iowr),   0.,  1889. 


Letter  or  Note  Head. 


WlLLIAiVL    WlLLlAIVLS, 

1002  Whitehall   Street,   Room   10, 
BROWN  CITY,  OHIO. 


Special  Business  Card. 


PRINTING.  89 


TERMS    CASH, 

.  BROWNTOWN,  0.,  1SS9. 


M  

To  Brown  Brothers,  Dr. 

TKAS,    COKKEBS,  ^^  K^XIIT.A'    Qroceriks, 

102    BROWN    AVENUE. 


Bill-Head  or  Statement. 


BILLS  PAYABLE  MONTHLY. 


■     Brownville,    0.,  1889. 

.M  

Bought  of  Blacky  Wt^ite  8f  Browr)^ 

DRY    AND     FANCY    GOODS, 

1042  WASHINGTON   STREET. 


TYPE. 


"  The  ever  constant  click  of  the  type  in  the  stick." 


The  multiplicity  of  type  falls  not  far  short  of  the  volume  of  design 
The  unabridged  dictionary  of  type  is  as  massive  as  the  dictionary  of 
words. 

In  size,  metal  type,  commonly  in  use  in  newspaper  and  printing 
offices,  is  divided  into  Pearl,  Agate  {14  lines  to  the  inch),  Nonpareil  (12 
lines  to  the  inch),  Minion,  Brevier,  Bourgeois,  Long  Primer  (twice  as  large 
as  Pearl),  Small  Pica  {7  lines  to  the  inch),  Pica  (6  lines  to  the  inch), 
English  (twice  as  large  as  Minion),  Great  Primer  (twice  as  large  as  Bour- 
geois), Paragon  (twice  as  large  as  Long  Primer),  Double  Small  Pica, 
Double  Pica,  Double  English,  Double  Great  Primer,  Double  Paragon, 
Canon  (4  times  as  large  as  Pica),  Five  line  Pica. 

This  paragraph  is  set  in  Pearl  Roman.  This  size  of  type  is  generally  used  only  in  closely  printed  books  anil  for  foot-notes.  It  is 
Beldoin  seen  in  job  printing. 

This  paragraph  is  set  in  Agate  Roman.  This  size  of  type  is  commonly  used  to  set  up  the  want  advertisements 
in  large  daily  papers,  and  advertising  spice  in  such  papers  is  reckoned  on  a  basis  of  Agate  measurement,  that  is  the 
number  of  lines  of  solid  Agate  which  can  be  put  into  any  given  single  column  space  irrespective  of  the  size  of  displayed 
t  ype  contained  in  the  advertisement.  14  Agate  lines,  set  solid,  make  an  inch;  this  paragraph  is  leaded.  Agate  type 
is  also  used  for  foot-notes,  (luotations,  and  some  closely  printed  books  are  set  in  it.    It  is  seldom  used  in  job  work. 

This  piiraf^raph  is  set  in  Nonpiireil  Roniitn.  This  size  of  Ronum  Type  is  used  to  set  up  the  lulvertiseinents 
ill  the  large  weekly  papers  and  the  iiiediuin  size  dailies,  and  in  such  papei's  the  advertising  space  is  reckoned 
on  the  basis  of  Xoiipareil  measurement.  Tlie  reading  matter  in  all  of  the  large  dailies  is  set  in  Nonpareil. 
This  type  is  also  used  in  closely  printed  books,  for  foot-notes  and  quotations,  and  sometimes  in  job  printing. 

This  paragraph  is  set  in  Minion  Roman.  The  reading  matter  in  high  cla.s.s  weeklies,  and  often 
in  tliii  small  dailies,  is  set  in  Minion.     Some  weekly  papei-s  measure  their  advertising  space  on  the 


TYPE.  9 1 

basis  of  Minion.     Tliis  size  of  type  is  nsed  in  some  books,  also  for  foot-notps  aiul  i|not<itions,  and  is 
sometimes  seen  in  job  work. 

This  paragraph  is  set  in  Brevier  Roman.  The  readiug  matter  of  the  average  weekly 
paper  is  generally  set  in  Brevier.  It  is  good  book  type,  can  be  used  for  quotations,  and 
is  appropriate  for  the  reading  matter  portion  of  long  circulars  or  catalogues. 

This  i)aragTapli  is  set  in  Bourgeois  Homan.  This  type  is  used  in  some  of  the  weekly 
papers  for  the  reading  matter,  also  in  magazines  and  in  many  class  piiblieations.  It  makes 
a  good  type  for  books,  ciieulars,  and  catalogues. 

This  pai'agra])h  is  set  in  Long  Primer  Roman.  This  type  is  sometimes  used  for 
the  reading  matter  in  weekly  papers,  and  frequently  in  magazines  and  class  pul)liea- 
tions.  Books  are  often  set  in  it,  it  is  a  good  type  for  catalogues  and  circulai-  work, 
and  can  be  used  for  the  reading  matter  portion  of  flyers.  This  size  of  letter  is  the 
smallest  which  should  appear  in  the  personal  letter  style  of  advertisement. 

This  paragraph  is  set  in  Small  Pica  Roman.  This  size  of  t;yq)e  is  much 
used  in  high  grade  books,  for  college  and  society  papers,  and  for  circulai-s 
and  high  grade  catalogues.  The  Modern  style  is  appropriate  for  flyers. 
The  personal  letter  advertisement  looks  well  in  tliis  letter. 

This  paragraph  is  set  in  Pica  Roman.  This  size  of  letter  is 
used  in  places  Avliere  it  is  desirable  to  have  a  type  slightly  larger  than 
Small  Pica.  It  is  a  splendid  tyj^e  in  which  to  set  the  personal  letter 
style  of  advertisement. 

This  paragraph  is  set  in  English  Roman.  This  type  is 
appropriate  for  flyers  and  hand  bills,  and  is  just  the  size 
of  type  to  use  for  the  personal  letter  style  of  advertisement 
when  set  in  double  column. 

This  paragraph  is  sot  in  Great  Primer 
Roman.  This  size  of  type  is  the  smallest  which 
shonld  appear  npoii  a  poster,  can  he  nsed  for 
the  personal  letter  sort  of  adA  ertisement  Avhen 


92  ABO  UT  A  OVER  TISL\  'G. 

set  in  doubk*  cohiiiiii,  is  good  typo  for  fiyers 
and  liand  bills,  and  the  caps  and  small  caps 
make  good  headings,  whieli  are  nmeli  nsed  in 
tasty  job  work. 

This  i3aragraph  is  set  in  Para<^*oii 
Roiuaii.  This  type,  like  the  type  folio av- 
iiig%  is  used  where  it  is  desirable  to  have 
a  plain  Roman  letter  for  heading's  in 
books  or  circulars,  for  readings  matter  in 
(drculars  and  posters,  for  personal  letter 
style  of  adTertising%  and  for  neat  job  w  ork. 

Double  Snuill  Pica  Roiimii. 
Double  Pica  Roman. 

Double  Eno-lisli  Roman. 

Double  Great  Primer. 

Canon  Roman. 


TYPE.  93 


Five-Line  Pica 

This  paragraph  is  set  in  Long  Primer  Old  Style  Roman,  to  distinguish  the 
Old  Style,  in  which  the  body  of  this  book  is  set,  from  the  Modern  Style,  in 
which  the  foregoing  paragraphs  are  set.  Old  Style  Roman  is  the  same  size  as 
Modern  Roman,  the  difference  being  that  the  Modern  Style  is  generally  of 
heavier  face  and  sets  a  little  closer  together.  The  Modern  Roman  is  used 
generally  for  reading  matter  in  newspapers,  and  about  half  the  books  are  set  in 
it.  The  Old  Style  is  considered  by  many  much  handsomer,  and  is  better  fitted 
for  fine  work. 

ZW  pajtragjcapl)  i^  ^tt  in  mxx  (engli^l)  l^ica.  Z\\i^  ?tplc 
i^  t\yt  olti  fa.sl)ioncti  j^tautiajcti  ojcuamcntal  icttcr,  \^  uscti  for 
IjcaDtngi^  anH  otl)cr  \mt^  in  job  toorft,  anti  ?1)oulti  ^clUom  appear 
in  nctD^papcr  atibcrtiiafcmcnts. 

This  paragraph  is  set  in  Full  Face  Long  Primer.  Full 
Face  is  simply  Roman  of  heavier  face.  In  different  sizes, 
generally  in  Nonpareil  and  Minion,  it  is  used  for  headings 
of  short  local  items  in  newspapers,  and  considerably  in  job 
Avork.  This  type  is  also  used  to  emphasize  a  Avord  in  read- 
ing matter  Avhere  Italics  are  not  strong  enough. 

A  book  twice  the  size  of  this  could  not  give  one-half  the  styles 
of  ornamental  type  now  in  use,  even  if  only  a  line  of  each  was  shown, 
consequently  no  attempt  is  made  in  this  direction. 


ENGRAVING 


"  The  next  thing  to  the  real  is  a  picture  of  it." 


If  any  one  has  any  doubt  about  the  value  of  illustrated  advertising,  he 
has  only  to  turn  to  the  advertising  pages  of  the  leading  magazines,  and 
run  his  eye  over  the  announcements  of  the  largest  and  shrewdest  of 
national  and  international  advertisers. 

Probably  nine  out  of  ten  of  the  announcements  of  these  leading  adver- 
tisers are  arranged  with  one  or  more  illustrations. 

Columns  of  printed  description  will  not  give  as  good  an  idea  of  the 
appearance  of  most  articles  of  trade  as  will  a  well  made  cut  of  them. 

An  illustrated  advertisement  is  conspicuous,  and  beyond  that  it  is 
kindergarten,  for  it  appeals  instantaneously  to  the  eye,  as  well  as  to  the 
sense  of  every  one  who  sees  it. 

There  are  articles  which  cannot  easily  be  comprehensively  illustrated, 
and  it  is  better  to  use  no  illustration  at  all,  than  to  use  an  illustration 
which  does  not  give  an  intelligent  idea  of  the  article  pictured. 

A  picture  of  a  silk  dress  may  bring  into  view  the  intricacies  of  the 
style,  fit,  and  trimming,  but  it  utterly  fails  in  reflecting  the  quality  of  the 
silk. 

A  well  executed  engraving  will  illustrate  the  form,  style,  and  beauty  of 
a  stove,  the  outline  of  a  bicycle,  the  general  outside  mechanism  of 
machinery,  and  a  thousand  other  articles  of  trade,  much  better  than  can 
printed  pages  of  description. 

94 


ENGRAl'ING.  95 

The  best  general  rule  to  follow  is  to  use  engravings  in  advertising 
and  printing  whenever  by  so  doing  no  injury  will  be  done  to  the  typo- 
graphical appearance,  and  the  illustration  will  do  justice  to  the  subject. 

A  trade-mark  sort  of  an  engraving  is  an  excellent  thing  to  use.  It 
should  be  original,  small,  neat,  artistic  enough  to  be  handsome,  and  yet 
not  sufficiently  so  to  detract  from  its  business  worth,  and  it  should  be 
appropriate  to  the  business.  An  engraving  like  this  can  be  used  on 
ninety  per  cent,  of  all  business  printing,  and  occasionally  in  the  advertising. 

Engraving,  so  far  as  it  applies  to  commercial,  society,  and  art  print- 
ing, is  divided  into  four  classes,  viz  :  wood-engraving,  photo-engraving, 
engraving  upon  steel  and  copper,  and  lithography. 

Wood-engraving  is  the  original  method  of  reproducing  drawings  and 
pictures,  to  be  printed,  with  or  without  accompanying  type,  on  the  ordi- 
nary printing  press,  with  printer's  ink. 

To  obtain  a  wood-engraving,  or  a  wood-cut,  as  the  printers  generally 
call  it,  it  is  first  necessary  to  have  a  drawing  or  photograph,  the  latter  is 
preferable,  of  the  subject  to  be  engraved.  If  the  drawing  is  for  photo- 
engraving, it  should  be  upon  white  paper  in  jet  black,  or  India  ink. 
Drawings  or  photographs,  if  for  wood-engraving,  are  generally  trans- 
ferred by  photography  upon  box- wood,  or  the  design  can  be  drawn  directly 
upon  the  box-wood.  In  photo-engraving  the  drawing  is  directly  photo- 
graphed upon  zinc  or  gelatine. 

The  accommodating  camera  will  utilize  any  drawing  of  reasonable 
dimensions,  enlarging  it  or  reducing  it  to  the  required  size  to  be  engraved  ; 
but  remember  that  the  drawing  or  photograph  cannot  be  enlarged  or 
reduced  other  than  proportionately.  If  other  change  in  size  is  desired, 
the  subject  must  be  redrawn  or  rephotographed. 

The  drawing  or  photograph  should  be  absolutely  correct  in  essentials 
before  any  engraving  is  begun.  Slight  alterations  can  be  made  after  the 
engraving  is  finished,  but  they  are  expensive. 

Wood-engraving  is  expensive,  for  the  greater  part  of  it  must  be  done 
by  hand. 


96  ABOUT  ADVERTISIXG. 

No  specific  scale  of  prices  can  be  given  on  the  expense  of  wood-engrav- 
ing. There  are  few  things  more  deceiving  to  the  novice  than  the  estimating 
of  the  cost  of  this  class  of  work.  Two  drawings  may  closely  resemble  each 
other,  yet  the  cost  of  engraving  the  one  may  be  twice  that  of  the  other. 

The  designing,  drawing,  and*  engraving  of  an  outline  wood-cut,  of 
about  four  square  inches,  cost,  say  from  five  to  ten  dollars.  A  fairly 
respectable  looking  one  of  the  outside  of  a  store,  in  size  of  about 
four  square  inches,  costs  from  ten  dollars  to  twenty-five  dollars.  The  work 
of  making  an  engraving  on  wood  of  about  the  same  size,  of  a  stove,  costs 
from  eight  dollars  to  fifteen  dollars.  Twice  as  large  an  engraving  would 
cost  about  seventy-five  per  cent.  more. 

The  combination  of  letters  and  artistic  scroll,  or  other  fancy  work,  or 
views,  if  executed  by  an  artist,  make  exceedingly  effective  and  handsome 
engravings  for  letter-heads,  bill-heads,  cards,  and  other  commercial  printing. 

It  is  far  better  to  use  no  engravings  whatever  than  to  use  poorly  made 
ones,  or  engravings  where  the  quality  of  the  printing  is  not  good  enough 
to  do  justice  to  the  engraving. 

The  finer  the  engraving,  the  better  it  must  be  printed,  and  the  more  it 
will  cost  to  print  it. 

Type  will  show  fairly  well  with  the  poorest  of  ink,  press-work,  and 
paper ;  but  there  are  few  finely  executed  artistic  engravings  which  can, 
with  impunity,  stand  the  test  of  the  newspaper  press,  as  found  in  most  of 
the  newspaper  offices. 

The  open  outline  style  of  engraving  is  the  better  for  newspaper  print- 
ing. If  well  made,  it  will  show  as  distinctly  as  does  type,  and  it  does  not 
cost  over  two-thirds  as  much  as  do  the  closely  cut  engravings. 

The  effect  of  an  engraving  depends  upon  the  way  it  is  printed. 

Always  tell  the  engraver  for  what  purpose  the  engraving  is  to  be  used, 
and  he  will  make  it  to  fit  its  work. 

Finely  executed  engravings,  like  those  in  the  leading  magazines,  cost, 
irrespective  of  the  original  drawing,  for  engraving  alone,  as  high  as  from 
one  hundred  to  two  hundred  dollars. 


ENGRA  VI NG.  97 

Printing  should  never  be  done  from  the  original  cut  or  plate.  Elec- 
trotypes should  be  made  from  it. 

The  original  cut  or  plate  should  be  carefully  packed  away,  to  be  used 
only  by  the  electro ty per.  Original  cuts,  plates,  and  electrotypes  must 
never  be  sent  by  mail  or  express,  unless  the  face  and  upper  edges  be 
covered  with  several  thicknesses  of  paper,  or  one  or  two  thicknesses  of 
blotting-paper,  or  cardboard. 

All  engravings  intended  for  single  column  should  not  be  wider  than  2]/^ 
inches,  which  size  will  fit  nearly  every  newspaper  column.  Most  weekly 
newspaper  columns  are  2^  inches  wide,  but  the  2yk  rule  is  the  safest. 
Double  column  cuts  can  be  one-eighth  of  an  inch  wider  than  twice  the 
width  of  a  single  column  cut. 

Photo-engraving  is  a  comparatively  new  process,  and  has  risen  to  pro- 
portions demanding  recognition.  This  method  is  calculated  to  supersede 
a  large  percentage  of  wood-engraving. 

Some  printers  and  engravers  have  the  conventional  prejudice  against 
photo-engraving,  and  this  prejudice,  at  the  start,  was  not  wholly  without 
reason. 

A  poorly  executed  photo-engraving  is  a  failure,  and  so  is  a  poorly 
made  wood-cut. 

Within  the  past  few  years  the  quality  of  photo-engraving  has  so  much 
improved,  that  every  fair  minded  printer  and  engraver  must  admit  that  a 
well  made  process-cut  is  a  sharp  rival  of  the  wood-cut. 

Outline  and  open  cuts  print  particularly  well  by  either  process,  and 
they  are  to  be  especially  recommended  for  all  newspaper  illustration. 

If  a  large  number  of  duplicates  are  to  be  made  from  an  engraving  it  is 
sometimes  better  to  use  the  wood-cut  for  the  original ;  but  if  only  a  com- 
paratively few  duplicates  are  wanted,  in  the  majority  of  cases  a  process- 
cut  will  do  fully  as  well. 

Photo-engravings  generally  cost  from  one-half  to  two-thirds  as  much  as 
do  wood-cuts,  and  in  some  cases  cost  much  less  than  one-half. 

Photo-engraving  is  done  by  a  peculiar  process.     The  drawing  is  photo- 


98  ABOUT  ADVERTrsiXG. 

graphed,  and  then  transferred  upon  a  zinc  or  gelatine  plate.  The  material 
between  the  lines  is  removed  by  a  certain  process,  and  the  plate  then 
forms  a  matrix,  from  which  electrotypes  can  be  taken. 

The  most  improved  method  of  photo-engraving  is  that  done  upon  zinc 
plates.  The  illustrations,  made  in  a  few  hours,  for  the  large  daily  papers, 
are  all  made  by  this  improved  method,  and,  notwithstanding  the  shortness 
of  time,  are  often  remarkable  for  their  clear  and  sharp  lines. 

Steel-engraving  and  copper-engraving  are  analogous.  Engraving  on 
steel  is  more  expensive  than  upon  copper,  and  as  many  as  fifty  thousand 
impressions  can  be  taken  from  the  same  steel  plate,  while  five  thou- 
sand is  the  maximum  limit  of  clear  impressions  possible  from  any  copper 
plate,  although  the  copper  plate  can  be  re-cut  so  as  to  admit  of  printing  as 
many  more. 

The  result  obtained  from  steel  and  copper  plates  is  similar,  the  work  of 
the  steel  plate  being  slightly  finer  and  sharper. 

For  visiting  and  business  cards,  bill-heads,  and  other  permanent 
engraved  work,  where  only  a  moderate  number  will  be  required,  and 
for  all  transient  work,  the  copper  plate,  considering  the  cost,  is  to  be 
recommended. 

Copper  plates  cost  to  engrave,  for  script  type,  about  a  dollar  a  line  for 
long  lines,  and  fifty  cents  for  short  lines  ;  and  fancy  lines  cost  from  two 
or  three  dollars  to  as  high  as  twenty-five  dollars. 

Invitations  should  generally  be  engraved,  and  there  is  nothing  equal  to 
the  steel  or  copper-engraving  for  all  kinds  of  commercial  printing,  except 
circular  and  catalogue  work,  if  one  choose  to  go  to  the  necessary  expense. 

The  cost  of  press  work  for  engraving  runs  from  one  cent  apiece,  down 
as  low  as  half  a  cent,  not  including  the  stock. 

Lithography  is  of  two  kinds,  black  and  chromatic.  The  former  includes 
work  similar  to  engraved  work  ;  the  latter  all  kinds  of  colored  printing, 
from  the  cheap  colored  advertising  card  to  the  finest  oil  chromo. 

Letter-heads  and  bill-heads,  business  cards,  and  the  like,  can  be  done 
by  lithography  so  as  to  be  very  tasty  and  effective.     In  script  work,  well 


ENGRA  V/NG.  99 

done  lithography  is  almost  equal  to  that  of  the  steel  and  copper  plate, 
but  fancy  lines  in  lithography,  unless  printed  upon  the  finest  paper,  with 
the  utmost  care,  do  not  begin  to  compare  with  steel  and  copper-engraving. 

In  colored  work  there  is  nothing  equal  to  lithography,  and  on  large 
runs,  colored  cards,  or  other  colored  matter,  can  be  printed  almost  as 
cheaply  as  one  or  two  colors  can  be,  with  ordinary  type,  on  the  ordinary 
printing  press. 

By  long  runs  I  mean  from  twenty-five  thousand  to  a  million. 

Unless  one  can  afford  to  go  to  considerable  expense,  he  cannot  have 
lithographic  work  especially  made  for  him,  for  the  lithographer's  profit 
depends  largely  upon  the  number  printed,  which  must  be  very  large  to  be 
low  in  price.  If  the  quantity  be  large,  not  less  than  from  ten  to  twenty- 
five  thousand,  original  designs  especially  gotten  up  for  the  advertiser  are 
earnestly  recommended,  and  will  cost  little,  if  any,  more  than  stock  designs. 

Most  lithographers  carry  in  stock  a  large  number  of  very  pretty  cards, 
which  they  print  in  enormous  editions,  the  cards  having  blank  spaces  upon 
them,  admitting  of  the  local  dealer's  imprint,  which,  if  well  done,  will 
appear  to  be  a  part  of  the  original  color  printing,  and  answer  the  purpose 
about  as  well  as  would  a  special  design  gotten  up  for  the  advertiser. 
This  colored  work  varies  in  size  from  the  small  card  to  the  large  hanger, 
and  many  beautiful  designs,  of  every  size,  can  be  purchased  at  prices 
ranging  from  two  dollars  a  thousand  for  cheap  and  small  cards,  to  a  dollar 
each  for  handsome  chromos,  when  purchased  in  quantities  not  less  than 
one  hundred,  and  for  a  much  lower  price  when  larger  orders  are  given. 
Handsome  chromos,  handsomely  yet  inexpensively  framed,  are  among  the 
best  of  effective  standing  advertisements. 


NOVEL. 


"  'Tis  off  the  usual  run  of  things." 


Everything  in  the  way  of  advertising  out  of  the  province  of  common 
ink  and  paper  may  be  classed  under  the  generic  term  of  novel  adver- 
tising. 

Novel  methods  of  advertising,  or  rather  novelties  in  advertising,  appear 
in  nameless  variety.  They  are  worth  considering,  and  many  of  them  are 
worthy  of  utilization. 

Advertising  novelties  are  legitimate,  in  that  they  can  be  utilized  to  the 
advertiser's  advantage ;  illegitimate  and  desultory,  in  that  many  of  them 
are  of  gratuitous  circulation,  and  consequently  some  of  them  may  be 
included  under  the  always  variable  rule  that  that  which  costs  the  receiver 
nothing  is  worth  but  little  more. 

Desultory  publications  are  classed  under  this  chapter  heading  simply 
because  they  fit  under  it  better  than  under  any  other. 

Desultory  publications  are  publications  of  free  circulation,  or  upon 
which  a  nominal  price  is  placed,  the  greater  part  of  the  edition  being  given 
away. 

There  is  hardly  a  town  in  the  country  which  has  escaped  an  epidemic 
of  gratuitous  papers,  issued  generally  in  the  interest  of  some  society. 
The  majority  of  these  papers  are  filled  with  indifferent  reading  matter  and 
local  advertisements. 


NOVEL.  10 1 

There  are  reasons  why  the  local  advertiser  should  favorably  consider 
advertising  in  the  best  of  these  publications :  the  advertising  space  is 
liable  to  be  worth  somewhere  near  what  is  charged  for  it ;  the  number 
of  copies  said  to  be  printed  is  generally  printed  ;  at  least  half  of  the 
publications  fall  within  the  hands  of  the  reading  public,  and  are  liable 
to  be  read  because  they  are  of  temporary  local  interest ;  it  is  generally 
inadvisable  to  refuse  to  advertise  in  these  publications,  for  they  are 
mostly  issued  by  parties  of  local  influence,  and  the  refusal  may  be  noised 
about  and  cost  the  dealer  in  the  end  more  than  the  cost  of  the  adver- 
tisement. 

I  believe  that  it  would  be  better  on  the  whole  for  the  retail  dealer  if 
there  were  no  publications  of  this  class  ;  but  they  do  exist,  and  as  long 
as  they  do,  and  continue  to  receive  patronage,  the  local  advertiser  can- 
not well  afford  to  ignore  them  entirely. 

Theatrical  and  other  programmes  are  patronized  by  many  of  the 
retailers,  and  furnish  a  fairly  good  means  of  reaching  the  local  public. 
Entertainments  are  attended  by  all  classes  of  people,  in  society  and  out 
of  it.  There  is  a  chance  of  the  advertisement  being  read  before  the  enter- 
tainment, and  during  the  intermissions.  The  rate  should  not  be  higher 
than  three  cents  per  line  per  thousand  circulation  for  programmes  of 
higher  grade  entertainments. 

An  advertisement  on  the  same  page  as  the  programme  proper  is  worth 
twice  as  much  as  one  on  the  other  pages. 

Time-tables  which  are  sold,  and  of  local  circulation,  are  good  advertising 
mediums.  Time-tables  which  are  given  away  are  fair,  if  they  are  recog- 
nized as  accurate,  otherwise  the  advertisements  upon  them  are  nearly 
worthless. 

Nearly  every  town  of  fair  size  has  its  local  directory.  If  there  be  no 
local  directory,  the  town  will  be  covered  by  the  county  directory.  Every 
dealer  is  solicited  to  give  the  directory  a  displayed  advertisement,  and  if 
he  will  not  do  it,  to  have  his  name  printed  in  full-face  type  in  the  body  of 
the  work. 


I02  ABOUT  AD VER TISING. 

Generally  a  displayed  advertisement  in  a  directory  is  wortli  from  one- 
quarter  to  a  half  what  is  charged  for  it,  and  the  advantage  of  having  the 
name  in  full-face  type  is  largely  limited  to  the  personal  gratification  of  the 
advertiser. 

I  do  not  believe  much  in  directory  advertising,  unless  the  advertise- 
ment be  placed  upon  the  outside  of  the  book,  or  in  some  very  prominent 
position  inside. 

Directories,  even  in  the  larger  cities,  have  much  smaller  circulations 
than  they  are  supposed  to  possess. 

For  years  the  staple  form  of  novel  advertising  has  been  a  calendar, 
and  there  are  as  many  varieties  of  calendars  as  there  are  hours  in  the 
year. 

A  calendar  is  useful,  and  can  be  so  without  being  expensive. 

No  one  can  keep  store  or  house  without  a  calendar,  and  almost  every 
body  can  find  use  for  half  a  dozen  of  them. 

There  is  always  room  for  calendar  advertising.  The  most  convenient 
and  handsomest  calendars  are  sought  for,  but  there  are  very  few  people 
who  will  not  accept  and  preserve  even  the  plainest  calendars. 

Serviceable  calendars  cost  anywhere  from  ten-for-a-cent  to  fifty  cents 
apiece. 

The  monthly  leaf  calendar  is  by  far,  considering  the  price,  the  best 
calendar  on  the  market.  Next  to  that  comes  the  daily  pad  calendar,  but 
the  great  expense  attending  its  manufacture  bars  out  any  but  the  larger 
advertising  concerns  from  using  it. 

There  is  no  limit  to  the  size  of  a  calendar. 

It  is  always  advisable  to  get  out  a  calendar  a  little  different  from  any 
given  away  by  others  in  town.  If  there  are  being  circulated  calendars  to 
hang  up  which  expose  the  entire  year  at  a  glance,  do  not  issue  that  kind 
of  a  calendar.  Select  from  the  almost  innumerable  variety  something 
which  is  locally  new,  as  a  vest-pocket  calendar,  a  pocket-book  calendar, 
a  calendar  to  set  upon  the  desk,  a  calendar  with  the  moons  and  tides,  a 
calendar  with  memoranda  attached  to  it,  a  calendar  pretty  enough  for  the 


NOVEL. 


103 


lady's  boudoir,  a  calendar  for  the  office,  for  the  parlor;  in  fact,  a  cal- 
endar can  be  made  at  almost  any  expense,  to  fit  into  every  nook  and 
corner  of  the  home  or  office. 

Several  of  the  large  printing  establishments  make  a  specialty  of  calen- 
dar manufacture  or  printing,  and  will  furnish  a  line  of  samples  of  many 
styles  and  corresponding  prices. 

Calendars  are  a  specialty,  and  should  be  printed  or  purchased  at 
regular  calendar  publishers. 

Chromos  are  of  any  price,  generally  pretty,  seldom  unattractive,  almost 
always  effective.  In  the  form  of  Christmas  cards,  they  are  opportune  for 
presentation  to  ladies  and  children  preceding  and  during  the  holidays  ;  and 
as  valentines,  they  suggest  the  opening  of  the  spring  season. 

Cheap,  yet  pretty,  chromos  can  be  purchased  in  quantities  as  low  as 
two  dollars  a  thousand,  and  very  handsome  Christmas  cards  come  in  small 
lots  as  cheaply  as  a  cent  apiece. 

Chromo  making  is  simply  colored  lithography,  and  its  possibilities  are 
legion. 

Many  of  the  leading  lithographers  carry  an  immense  stock  of  ready- 
made  chromos,  from  the  little  card  to  the  large,  beautifully  executed,  and 
expensive  hanger  or  picture.  These  can  be  obtained,  in  lots  of  any  size, 
at  reasonable  prices ;  and  when  selected  with  care,  they  furnish  very 
attractive  and  effective  advertisins:. 

In  selecting  chromos,  bear  in  mind  that  while  the  better  the  chromo 
the  more  it  will  cost,  the  longer  it  will  be  preserved. 

When  ordered  in  quantities  exceeding  twenty  thousand,  little  additional 
expense  will  permit  the  chromo  being  especially  designed  ;  but  unless  a 
very  large  number  be  desired,  the  so-called  stock  chromos  will,  considering 
the  price,  do  as  well. 

The  advertisement  of  the  firm  should  be  printed  upon  the  back  of 
the  chromo  unless  particular  space  is  left  for  it  on  the  front;  and  the 
advertiser  should  be  very  careful  not  to  allow  the  printed  matter  to 
interfere  with  the  appearance  of  the  picture. 


I04  ABOUT  AD  VER VISING. 

Indoor  signs  are  almost  as  important  as  outdoor  ones.  Tiiey  can  be 
made  of  almost  anything  which  will  hold  upon  it  printed,  or  otherwise 
produced,  words. 

There  are  two  kinds  of  signs,  the  conspicuous  and  non-conspicuous. 
The  conspicuous  are  generally  plain  and  staring,  with  little  or  no  art 
about  them.  The  non-conspicuous  are  artistic,  and  attract  attention  for 
their  artistic  qualities,  and  so  long  as  the  advertising  upon  them  is  plain 
enough  to  be  readily  seen  the  artistic  sign  is  the  most  attractive. 

Within  the  last  few  years  marvellous  progress  has  been  made  in  adver- 
tising signs,  and  many  of  them  cost  as  high  as  ten  dollars  apiece,  and  are 
genuine  works  of  art.  The  bas-relief  sign,  which  in  quantities  costs  from 
one  dollar  upward,  is  by  far  the  most  attractive  of  indoor  advertising 
signs,  and  when  the  letters  are  artistically  arranged  with  scrolls  or  repro- 
ductions of  the  articles  the  sign  may  be  advertising,  they  are  invariably 
displayed  in  conspicuous  places,  there  to  remain,  to  be  studied  by  every 
one  whose  gaze  may  be  fixed  upon  them. 

The  embossed  paste-board  sign  is  handsome,  and  if  ordered  in  quantities, 
not  very  expensive. 

Very  durable,  handsome,  and  effective  signs  are  made  of  tin,  copper, 
brass,  wood,  Plaster-of-Paris,  and  of  almost  any  material  which  can  be 
moulded  or  printed  upon. 

Indoor  signs  are  put  up  to  stay,  and  the  duration  of  their  life  depends 
largely  upon  their  attractiveness. 

Thousands  of  people  will  hang  up  conspicuously  an  artistic  looking 
sign,  who  would  immediately  consign  to  the  ash-barrel  one  which  was  all 
advertising. 

An  attractive  sign  is  expensive,  but  the  expense  is  largely  in  the  first 
cost. 

Advertising  cards,  or  signs,  in  horse  cars  or  passenger  coaches,  are  con- 
sidered of  the  better  forms  of  advertising.  Nearly  every  member  of  the 
lower,  middle,  and  upper  classes  of  society  is  a  constant  patron  of  public 
conveyances,  and  there  are  few  indeed  among  the  poorest  peoi:)le  who  do 


NOVEL.  105 

not  occasionally  avail  themselves  of  the  convenient  street  car  or  bus.  The 
passengers  of  the  closed  conveyances,  and  often  in  the  open  ones,  sit 
facing  the  opposite  side  of  the  car,  and  cannot  avoid  seeing  the  advertising 
signs  conspicuously  posted  before  them.  The  ride  is  monotonous  ;  if  one 
will  risk  his  eyesight,  reading  is  a  relief ;  but  the  average  passenger  does 
not  read  ;  and  there  are  just  three  other  things  left  for  him  to  do  ;  twist  his 
neck  to  look  out  of  doors,  sit  in  an  entirely  oblivious  state,  or  study  the 
advertising  cards  before  him.  The  majority  of  passengers  do  all  of  these,  and 
unconsciously  absorb  the  advertising.  Put  as  little  as  possible  upon  the 
card,  and  under  no  circumstances  have  upon  it  lines  too  small  to  be 
read  the  length  of  the  car  or  bus. 

An  advertising  sign  is  in  no  way  desultory  ;  it  is  a  worthy  member  of 
the  old  and  honored  family  of  legitimate  advertising  methods. 

Hundreds  of  advertising  novelties  are  made  of  wood,  such  as  rulers, 
checkers,  dominoes,  pen-racks,  pen-holders,  pencils,  and  other  things  of 
positive  use  or  entertainment.  If  ordered  in  quantities  they  vary  in  price 
from  one  to  ten  cents,  and  are  almost  always  preserved  by  the  party 
receiving  them. 

Printing  can  be  done  on  wood  almost  as  effectively  as  upon  paper. 

Memorandum  books,  with  the  advertising  of  the  firm  so  placed  within 
as  not  to  interfere  with  the  book  proper,  are  always  acceptable,  and  are 
sure  to  be  preserved. 

Celluloid,  an  imitation  of  ivory,  although  costing  very  much  less  than  the 
ivory  itself,  is  expensive.  If  one  can  afford  to  use  novelties  made  of  this 
material  he  will  find  that  the  articles  will  be  preserved,  and  much  thought 
of,  by  those  to  whom  they  are  given.  Celluloid  paper-knives,  envelope- 
openers,  and  the  like,  are  as  durable  as  ivory  and  fully  as  handsome. 

The  giving  away  of  griddle  cakes,  hot  coffee,  and  other  eatable  or 
drinkable  articles  as  a  means  of  attracting  trade,  will  for  a  few  weeks 
materially  aid  sales;  but  they  lose  their  advertising  grip  quickly,  and 
never,  except  in  the  large  cities,  should  be  persisted  in  more  than  a 
month  at  the  lon^-est. 


I06  ABOUT  ADVERTISIXG. 

Advertising  placed  upon  advertising  clocks,  or  upon  hotel  reading 
tables,  or  around  the  sides  of  mirrors,  in  depots,  restaurants,  or  other 
public  places,  is  worth  very  little. 

The  agricultural  fair  opens  a  means  of  very  effective  advertising  Da 
not  pile  the  goods  up  in  an  indifferent  heap,  and  expect  visitors  to  give 
them  more  than  a  passing  glance.  Arrange  them  artistically.  Give  away 
inexpensive  advertising  matter.  Do  not  leave  the  advertising  matter  on  the 
rail,  or  anywhere  else  where  the  irrepressible  boy  can  get  a  handful  of  it. 
Place  the  best  looking,  most  business-like,  and  courteous  clerk  in  charge 
of  the  exhibit,  and  keep  him  there.     If  possible,  have  a  working  exhibit. 

Anything  which  can  be  made  up  cheaply,  yet  does  not  show  cheapness- 
upon  its  face,  and  which  is  useful  or  ornamental,  is  a  good  thing  to  give 
away  to  customers,  or  to  influence  custom. 

Many  a  very  effective  article  has  been  spoiled  by  covering  it  over  with 
the  advertising  of  the  concern  giving  it  away. 

The  advertising  portion  of  all  novelties  should  be  plain  and  distinct. 
It  may  be  conspicuous,  if  it  in  no  way  interfere  with  the  appearance  of 
the  article.  If  it  should,  it  reduces  the  value  of  the  present  over  one-half 
to  the  one  who  receives  it. 

Nothing  looks  worse  than  an  advertising  novelty  plastered  with 
advertising.  If  it  be  a  colored  picture,  do  not  print  advertising  over  the 
sky  or  water.  It  offends  the  artistic  taste  ;  it  spoils  the  picture.  Place 
the  advertising  over  the  picture  or  under  it.  Perhaps  the  scene  offers 
a  convenient  barndoor  or  fence,  which  will  hold  the  advertising.  The 
picture  itself  is  what  attracts  people,  and  if  it  do,  the  looker-on  will 
discover  the  advertising,  even  if  it  be  in  small  letters  in  a  background 
corner. 

Novel  advertising  is  effective,  and  it  is  to  be  indulged  in,  more  or  less^ 
by  every  advertiser ;  but  it  does  not  take  the  place  of  newspaper  adver- 
tising. It  is  simply  supplementary  to  it,  and  when  intelligently  used  in 
connection  with  newspaper  advertising,  it  is  to  be  generally  recommended, 
particularly  to  those  firms  which  are  considered  extensive  advertisers. 


QUOTATIONS. 


"  Words  of  others  tell  the  story.' 


Pertinent  quotations  often  add  weight  and  dignity  to  an  advertisement, 
and  if  used  carefully  and  appropriately  add  a  quiet  refinement  to  the  better 
class  of  circular  and  other  printed  matter.  An  opportune  quotation  at 
the  head  of  a  finely  executed  invitation  to  a  millinery  or  other  opening,  or 
for  a  high  grade  special  announcement  of  any  profession  or  trade, 
pleasantly  appeals  to  the  artistic  sense  of  the  receiver. 

The  quotation  should  invariably  be  set  in  small  light-faced  type,  Non- 
pareil or  Minion  of  Old  Style  Roman  to  be  preferred,  and  seldom  should 
be  set  larger  than  in  type  of  Long  Primer  body.  If  the  name  of  the 
author  follows  the  quotation,  quotation  marks  should  not  be  used,  and 
unless  the  quotation  is  one  universally  recognized,  the  author's  name 
should  be  appended. 


Agricultural. 

The  juicy  pear 
Lies  in  a  soft  profusion  scattered  round. 
—  Thomson. 

Adam,  well  may  we  labor,  still  to  dress 
This  garden,  still  to  tend  plant,  herb,  and 
flower.  — Milton. 


The  first  farmer  was  the  first  man,  and 
all  historic  nobility  rests  on  possession 
and  use  of  land. —  Emerson. 

Each  tree, 
Laden  with  fairest  fruit,  that  hung  to  th'eye 
Tempting,  stirr'd  in  me  sudden  appetite 
To  pluck  and  eat.  —  Milton. 


107 


io8 


ABOUT  ADVERTISIXG. 


Heap  high  the  farmer's  wintry  iioard  ! 

Heap  high  the  golden  corn ! 
No  richer  gift  has  Autumn  poured 

From  out  her  lavish  horn  ! 

Let  other  lands,  exulting,  glean 

The  apple  from  the  pine. 
The  orange  from  its  glossy  green. 

The  cluster  from  the  vine  ; 


But  let  the  good  old  corn  adorn 

The  hills  our  fathers  trod ; 
Still  let  us,  for  His  golden  corn, 

Send  up  our  thanks  to  God! 

—  Whittier. 

Arcliitectural. 

He  that  hath  a  house  to  put  his  head  in, 
has  a  good  head  piece. —  King  Lear. 

Houses  are  built  to  live  in,  not  to  look 
on ;  therefore,  let  use  be  preferred  before 
uniformity,  except  where  both  can  be  had. 
—  Bacon. 

1  would  have,  then,  our  ordinary  dwell- 
ing-houses built  to  last,  and  built  to  be 
lovely ;  as  rich  and  full  of  pleasantness  as 
may  be  within  and  without,  and  with  such 
differences  as  might  suit  and  express  each 
man's  character  and  occupation,  and  partly 
his  history. —  Ruskin. 

The  value  of  architecture  depends  on 
two  distinct  characters  —  the  one,  the  im- 
pression it  receives  from  human  power; 
the  other,  the  image  it  bears  of  the  natural 
creation. —  Ruskin. 

Barbers. 

I  must  to  the  barber's;  for,  methinks, 

I  am  marvellous  hairy  about  the  face. 

—  AfidsKviincr  A'ii^hfs  Dream, 


Blacksniitbs. 

And  him  who,  with  the  steady  sledge, 
Smites  the  shrill  anvil  all  day  long. 
—  Bryant. 

The  painful  smith,  with   force    of  fervent 
heat. 
The  hardest  iron  soon  doth  mollifie. 
That  with  his  heavy  sledge  he  can  it  beat, 
And  fashion  to  what  he  it  list  apply. 

—  Spenser. 

Books  and  Stationery. 

Some  ink,  paper,  and  light. —  Anon. 

Take  away  the  sword!  States  can  be 
saved  without  it.    Bring  the  pen  ! — Bnlzucr. 

Pens  carry  further  than  rifled  cannon. — 
Bayard  Taylor. 

After  all,  there  is  nothing  like  a  book. — 
Ritfns  CJtoate.' 

My  library  was  dukedom  large  enough. 
—  Shakespeare. 

I  like  books.  I  was  born  and  bred 
among  them,  and  in  their  company  I  have 
the  easy  feeling  that  a  stable-boy  has  among 
horses. —  Holmes. 

Come,  my  best  friends,  my  books  !  and 
lead  me  on. —  Cowley. 

I  entrench  myself  in  my  books,  equally 
against  sorrow  and  the  weather. —  Leigh 
Hunt. 

Old  wood  to  burn,  old  wine  to  drink,  old 
friends  to  trust,  old  books  to  read.—  Alonzo 
of  Arrai^on. 

Boots  and  Slioe.s. 

The  shoemaker  makes  a  good  shoe 
because  he  makes  nothing  else. — Emerson 


QUOTATIONS. 


109 


How  much  a  man  is  like  his  shoes ! 
For  instance,  both  a  soul  may  lose  ; 
Both  have  been  tanned  ;    both  are  made 

tight— 
By  cobblers  ;  both  get  left  and  riglit. 
Both  need  a  mate  to  be  complete ; 
And  both  are  made  to  go  on  feet. 
They  both  need  healing  ;  oft  are  sold, 
And  both  in  time  will  turn  to  mould. 
With  shoes  the  last  is  first ;  with  men 
The  first  shall  be  the  last ;  and  when 
The  shoes  wear  out  they're  mended  new ; 
When  men  wear  out  they're  men  dead  too  ! 
They  both  are  tread  upon,  and  both 
Will  tread  on  others,  nothing  loth. 
Both  have  their  ties,  and  both  incline. 
When  polished,  in  the  world  to  shine  ; 
And  both  peg  out.    Now,  would  you  choose 
To  be  a  man  or  be  his  shoes? — Anon. 

Let  firm,  well  hammered  soles  protect  thy 

feet 
Though    freezing    snows,    and    rains,   and 

soaking  sleet. 
Should  the  big  last  extend    the    sole    too 

wide. 
Each  stone  will  wrench  the   unwary  step 

aside  ; 
The  sudden  turn  may  stretch  the   swellino- 

vein. 
The    cracking    joint    unhinge,    or    ankle 

sprain  ; 
And  when  too  short  the  modish  shoes  are 

worn, 
You'll  judge  the  seasons  by  your  shooting 

corns.  _  Gay. 

He  cobbled  and  hammered  from  morning 
till  dark, 
With   the    foot   gear   to    mend    on    his 
knees ; 
Stitching  patches,  or  pegging  on  soles  as 
he  sang. 
Out  of  tune,  ancient  catches  and  glees. 
—  Oscar  H.  Harpel. 


Butchers. 

Why,  that's  spoken  like  an  honest  drover; 
So  they  sell  bullocks. 

—  .\ruch  Ado  Aboict  Nothing. 

Cabinet  Makers. 

Necessity  invented  stools. 
Convenience  next  suggested  elbow-chairs, 
And  Luxury  the  accomplish'd  sofa  last. 

—  Coiuper. 

Ingenious  Fancy,  never  better  pleased 
Than  when  employ'd   t'  accommodate  the 

fair. 
Heard  the  sweet  moan  of  pity,  and  devised 
The  soft  settee,  one  elbow  at  each  end. 
And  in  the  midst  an  elbow  it  received. 
United,  yet  divided,  twain  at  once. 

—  Cou'per. 

Carpentry  and  Building. 

In  the  modern  days  of  art, 

Builders  build  with  utmost  care 
Each  minute  and  unseen  part. 
Quality  goes  everywhere. 

—  Adapted. 
Dancing-. 

On  with  the   dance!     Let   joy  be    uncon- 

fin'd ; 
No  sleep  till  morn,  when  youth  and  pleasure 

meet.  Sryon. 

Merrily,  merrily  whirled  the  wheels  of  the 

dizzying  dances 
Under  the    orchard-trees   and    down    the 

path  to  the  meadows  ; 

Twelve  dancers  are  dancing,  and  taking  no 

rest, 
And    closely    their    hands     together     are 

press'd  ; 
And  soon  as  a  dance  has  come  to  a  close. 
Another  begins,  and  each  merrily  goes. 

—  Heine, 


no 


ABOUT  A Dl 'ER TIS/NG. 


Old  folk  and  young  together,  and  children 
mingled  among  them. — Longfellow. 

Dentists. 

I  have  the  toothache. 

What!  sigh  for  the  toothache? 

—  Much  Ado  About  Notlnng. 

Those  cherries  fairly  do  enclose 

Of  orient  pearl  a  double  row, 
Which,  when  her  lovely  laughter  shows. 

They  look  like  rosebuds  fiU'd  with  snow. 
—  Richard  Allison. 

For  there  was  never  yet  philosopher 
That  could  endure  the  toothache  patiently. 

—  Much  Ado  About  Nothing. 

Drug^g-ists. 

I  do  remember  an  Apothecary, 
And  hereabouts  he  dwells. 

—  Romeo  and  Juliet. 


General  Business. 

Despatch  is  the  soul  of  business. - 
of  Chesterfield. 


Earl 


Business  despatched  is  business  well  done. 
But  business  hurried  is  business  ill   done. 
—  Bulwer-Lytton. 

I'll  give  thrice  so  much  land  to  any  well- 
deserving  friend ; 
But  in  the  way  of  bargain,  mark  ye  me, 
I'll  cavil  on  the  ninth  part  of  a  hair. 

—  Henry  IV. 

Hatters. 

A  hat  not  much  the  worse  for  wear. 
—  Cowper. 

My  new  straw  hat  that's  trimly  lin'd  with 

green, 
Let  Peggy  wear.  —  Gay. 


Have  a  good  hat;  the  secret  of  your  looks 
Lives  with  the  beaver  in  Canadian  brooks; 
Virtue  may  flourish  in  an  old  cravat; 
But  man  and  nature   scorn   the    shocking 
hat.  —  Holmes. 

Hotels  and  Restaurants. 

Will  you  go  with  me?  We'll  mend  our 
dinner  here.-r-  Comedy  of  Errors. 

Here  is  the  bread,  which  strengthens 
man's  heart,  and  therefore  is  called  the 
staff  of  life. —  Matthew  Henry. 

Shall  I  not  take  mine  ease  in   mine  inn? 
—  Henry  IV. 

We  left  the  shade  : 
And,  ere  the  stars  were  visible,  had  reached 
A  village  inn, —  our  evening  resting-place. 
—  Wordsworth. 

Whoe'er  has  travell'd  life's  dull  round, 
Where'er  his  stages  may  have  been, 

May  sigh  to  think  he  still  has  found 
The  warmest  welcome  at  an  inn. 

— Shenstone. 

Nearer  as  they  came,  a  genial  savor 

Of  certain   stews,   and   roast   meats,    and 

pilaus, 
Things  which  in  hungry  mortal's  eyes  find 

favour.  —  Byron. 

Yet  smelt  roast  meat,  beheld  a  huge  fire 

shine, 
And  cooks  in  motion,  with  their  clean  arms 

bared.  —  Byron. 

We  may  live  without   poetry,  music,  and 

art ; 
We  may  live  without  conscience,  and  live 

without  heart ; 
We  may  live  without  friends ;  we  may  live 

without  books  : 
But    civilized    man    cannot    live    without 

cooks.  —  Owen  Meredith. 


QUOTATIONS. 


I  1 1 


Jewellers. 

Stones  of  small  worth  may  lie  unseen  by 

day, 
But  night  itself  does  the  rich  gem  betray. 

—  Cozvley. 

A  pearl  may  in  a  toad's  head  dwell, 
And  may  be  found,  too,  in  an  oyster  shell. 

—  Bunyan. 

The  lively  diamond  drinks  thy  purest  rays, 
Collected,  light,  compact.       — TJionisoii. 

These  gems  have  life  in  them:  their  colors 

speak, 
Say  what  words  fail  of.  —  George  Eliot. 

The  clock  upbraids  me  with  the  waste  of 
time.  —  Twelfth  AHgJit. 

liivery. 

Many  carriages  he  hath  despatched. 
—  King  Joltn. 

Go  call  a  coach,  and  let  a  coach   be  called, 
And  let  the  man  who  calleth  be  the  caller; 
And  in  his  calling  let  him  nothing  call, 
But  coach  !  coach  !  coach  !     O  for  a  coach, 
ye  gods  !  —  Henry  Carey. 

Ma.sous. 

Sir,  he  made  a  chimney  in  my  father's 
house,  and  the  bricks  are  alive  at  this  day 
to  testify  it. —  Henry  VF. 

Musical. 

Softly  her  fingers  wander  o'er 
The  yielding  planks  of  the  ivory  floor. 
Benjamin  F.  Taylor. 

Pottei'y. 

Turn,  turn,  my  wheel !     Turn  round   and 

round 
Without  a  pause,  without  a  sound  : 
So  spins  the  flying  world  away ! 


This  clay,  well  mixed  with  marl  and  sand. 
Follows  the  motion  of  my  hand ; 
For  some  must  follow,  and  some  command, 
Though  all  are  made  of  clay  ! 

—  Longfellow. 

Safes  and  Vaults. 

'Tis  plate  of  rare  device :  and  jewels 

Of  rich  and  e.xquisite  form;    their  values 

great ; 
And  I  am  something  curious,  being  strange. 
To  have  them  in  safe  storage. 

—  Cy?nbeline. 

Tailoring  and  Clothing. 

The  outward  forms  the  inner  man  reveal. 

—  Hobnes. 

Be  sure  your  tailor  is  a  man  of  sense. — 
Holmes. 

Sister !  look  ye, 

How,  by  a  new  creation  of  my  tailor's, 
I've  shook  off  old  mortality. 

— fohn  Ford. 

What  a  fine  man 
Hath  your  tailor  made  you. 

—  Massinger. 

V\\  be  at  charges  for  a  looking-glass, 
And  entertain  my  friend  the  tailor 
To  study  fashions  to  adorn  mv  body. 
—  Shakespeare. 

Costly  thy  habit  as  thy  purse  can  buy. 
But    not    express'd    in    fancy;     rich,    not 
gaudy  ! 

For  the  apparel  oft  proclaims  the  man. 

—  Hanilet. 
Tea. 

Here  thou  great  Anna  !  whom  three  realms 
obey, 

Dost  sometimes  counsel  take  — and  some- 
times tea.  —  Pope. 


HOLIDAY. 


"  Good  will  to  all,  to  business  too ;  the  old  year  wanes  amid  a  rush  of  trade.' 


All  the  world's  on  foot.  Crowds  surge  in  and  out  of  the  doors,  and 
jostle  each  other  on  the  street.  A  jingling  stream  of  money  is  connecting 
buyer  and  seller.  Good  will  towards  men,  good  will  towards  business, 
good  will  towards  everybody  and  everything. 

In  every  home  in  the  land,  everybody,  from  ttie  eight  to  the  eighty 
year  old,  is  trying  to  solve  the  annual  riddle,  "  What  shall  I  buy  for 
Christmas  .-*  " 

Everybody  is  buying,  everybody  wants  to  buy,  and  everybody  is 
encouraging  everybody  to  buy. 

St.  Nicholas  is  the  trade-mark  of  business  ;  he  is  stamped  on  every 
article  of  trade,  in  every  column  of  the  newspaper,  and  is  reflected  upon 
every  face. 

At  no  other  season  of  the  year  is  there  such  opportunity  for  advertis- 
ing, in  all  of  its  forms  of  quality,  quantity,  and  originality. 

While  the  proportionate  increase  of  trade  is  with  the  toy  shops,  the 
fancy  goods  stores,  and  those  stores  which  particularly  cater  to  the  holi- 
days, there  are  very  few  lines  of  business  unreached  by  the  Christmas- 
tide. 

The  unromantic  coal,  the  non-poetic  wash-tub,  the  unintellectual  boot, 
are  not  without  some  of  the  holiday  glitter.     The  necessities  of  life,  with  the 

112 


HOLIDA  V.  113 

conveniences,  are  sought  for,  and  the  limited-pocket  book,  the  most  influ- 
enced by  advertising,  empties  itself  upon  the  counters  of  the  stores  which 
are  assumed  to  be  without  the  holiday  fold. 

Encourage  the  giving  of  gifts;  it  is  right  and  proper;  it  is  business. 
Announce  presents  suitable  for  the  poor.  The  international  heart  and 
pocket-book  are  open  to  the  unfortunate.  Suggest  a  ton  of  coal,  a  barrel 
of  flour,  a  bag  of  meal,  a  warm  coat,  a  pair  of  shoes.  Be  philanthropic. 
Advertise  philanthropy.  Announce  that  necessities  to  be  given  to  the 
poor  are  sold  at  a  discount.  Make  the  discount  as  big  as  the  heart.  It  will 
pay  to  do  it  from  business  policy  alone.  Deception  on  the  part  of  the 
buyer  is  improbable.  Few,  very  few,  when  the  ground  is  covered  with  the 
Christmas  snow,  will  claim  the  charity  discount  for  gifts  to  the  needy, 
unless  the  claim  be  genuine,  and  one  can  afford  to  lose  once  or  twice  for 
the  benefit  of  the  many,  himself  included. 

The  advertising  columns  of  the  newspaper  are  studied  as  is  the  dic- 
tionary. 

Fortunate  is  the  advertiser  who  makes  his  advertisement  a  kindergar- 
ten primer  which  answers  the  pertinent  question  of  "  what  to  buy  }  " 

Head  the  advertisement,  "  Christmas  Suggestion  No.  i,"  and  continue 
the  enumeration.  Under  each,  place  some  specific  article,  which  will  aid 
the  purchaser  in  his  selection. 

Throw  to  the  winds  the  conventional  style  of  advertising.  Give  each 
announcement  the  characteristic  glow  of  welcoming  light. 

Have  the  windows  and  counters  full  of  goods  fresh  and  invitino- 
Illuminate  the  sidewalk  ;  have  the  store  a  blaze  of  light  ;  and  do  not 
forget  that   the  dark  printer's  ink  will  carry  the  Christmas  tidings    into 
every  nook  and  corner  of  the  town,  and  the  towns  about. 

Remember  the  little  folks,  and  in  thinking  of  them,  forget  not  that  the 
father  and  mother  are  interested ;  that  the  young  man  has  a   sweetheart, 
or  ought  to  have  ;  that  the  young  woman  has  a  lover,  or  wants  one. 
Change  the  advertisement  as  often  as  the  paper  may  be  issued. 
Announce  gifts  for  all  ages,  one  age  at  a  time. 


114  ABOUT  ADVERTISIXG. 

Begin  the  holiday  advertising  four  weeks  before  Christmas,  and  appeal 
to  every  class  of  society,  age,  and  size  of  pocket-book,  several  times  before 
the  close  of  the  holidays. 

Give  away  Christmas  cards.     Present  customers  with  other  novelties. 

If  the  store  sell  toys,  or  other  articles  which  delight  the  children, 
dust  Santa  Claus,  or  build  a  new  one.  Have  him  in  the  store  or  on  the 
street  ;  have  him  in  both  places.  He  is  as  old  as  the  hills,  but  his 
visits  are  perennial,  and,  except  in  looks,  he  has  the  freshness  of  youth. 

Trade  slacks  after  the  holidays,  and  the  advertising  should  return  to 
its  normal  size.  Do  not  stop  it.  There  are  lots  of  goods  sold  after  the 
holidays,  and  the  progressive  advertiser  gets  the  bulk  of  it. 


WINDOW    DRESSING 


AND 


STORE    DECORATION. 


"  The  cheerful  window  bids  a  welcome  to  the  passer  by." 


The  ability  to  properly  dress  and  decorate  windows  and  stores  rises  to 
the  dignity  of  art. 

No  man  without  true  artistic  sense,  and  who  is  not  a  keen  discriminator 
of  color,  with  its  lights  and  shades,  can  make  other  than  a  bungling 
dresser  or  decorator. 

Decorators  are  born,  not  made.  Crude  artistic  ability  must  exist  in 
the  first  place,  to  depend  upon  practice,  experience,  and  study  for 
perfection. 

In  every  store  where  there  are  a  quarter  of  a  dozen  clerks,  there  is 
likely  to  be  one  who  leads  the  others  in  this  branch  of  advertising  art. 

Perhaps  it  will  be  well  to  put  the  employees  on  competitive  mettle, 
leaving  the  decorating  for  a  given  time  entirely  in  charge  of  each  one,  and 
create  the  office  of  head  decorator  and  dresser  for  the  one  who  proves  to 
be  the  most  proficient  in  this  direction. 

The  effective  store  decorator  will  combine  business  with  art.  The  true 
artist  is  a  slave  to  his  talent,  and  while  his  methods  may  not  admit  of 
criticism   if  judged   upon  the  platform  of  broad  and  undefiled  art,  they 


1 1 6  ABO UT  A D I 'ER TISIA'G. 

may  totally  lack  that  conjunction  with  business,  which  is  absolutely 
necessary  in  profitable  business  decoration. 

The  man  or  woman  who  can  successfully  decorate  a  store,  or  dress  a 
window,  is  particularly  valuable  to  the  merchant,  whose  appreciation  should 
be  shown  by  increase  of  salary. 

The  most  elaborate  decoration  seldom  interferes  with  the  business 
arrangement  of  the  store. 

The  show  window  was  created  wholly  for  appropriate  dressing,  and  if 
it  be  not  properly  arranged,  it  is  simply  useless,  a  waste  of  space  which 
cannot  be  filled  or  used  for  any  other  purpose. 

The  history  of  window  dressing  probably  began  with  the  first  store 
which  had  a  window.  A  show  window  is  looked  at.  It  is  just  where 
people  have  got  to  look  into  it,  and  if  it  be  properly  dressed,  it  is  one  of 
the  cheapest  and  most  effective  means  of  advertising  the  goods  in  the  store. 

All  classes  of  people  will  look  into  a  show  window.  Perhaps  the 
poorer  classes  will  linger  longer  before  it.  The  blue-blooded  aristocrat 
may  not  consider  it  good  form  to  allow  her  eyes  to  delight  on  the  show 
window  exhibition,  but  if  the  window  be  dressed  in  a  particularly  attrac- 
tive manner,  and  its  beauties  are  so  prominent  that  one  will  observe  them 
at  a  glance,  the  blue-blooded  and  the  red-blooded  must,  at  least,  catch  a 
glance  of  it,  unintentionally  or  otherwise. 

The  art  is  voluminous,  and  the  contents  of  a  hundred  books  would 
hardly  exhaust  the  beginning  of  the  subject.  This  chapter,  then,  is  but  a 
brief  outline  of  suggestion. 

The  expense  of  decoration  is  so  slight  as  to  be  hardly  worthy  of 
consideration. 

The  decorator's  tools  consist  of  a  hammer,  a  saw,  some  nails,  a  few 
boards  and  boxes,  and  the  paraphernalia  are  the  goods  in  stock,  with  such 
outside  additions  as  may  be  considered  appropriate. 

Generally  it  is  better  to  decorate  to  fit  the  business.  The  dressed 
window  should  not  only  illustrate  the  trade  of  the  store,  but  it  should  be  a 
mirror  of  the  seasons,  and  an  object  lesson  of  the  styles. 


WINDOIV  DRESSIA'G  AND  STORE  DECORA T/OX.  I  1/ 

Decoration  without  an  abundance  of  light,  loses  half  its  attractiveness. 
An  arrangement  of  light  is  a  legitimate  part  of  decoration.  Do  not  allow 
the  light  to  glare  in  the  face  of  the  looker-on.  Have  the  light  overhead  or 
somewhere  else  where  it  will  illuminate  the  objects  on  exhibition  without 
flashing  in  the  face  of  the  audience.  A  row  of  lights  arranged  at  the 
bottom  of  the  window,  properly  screened  from  the  outside,  and  placed 
close  to  the  glass,  will  keep  the  frost  from  collecting  on  the  window  pane. 

The  incandescent  electric  light  is  by  far  the  best  for  illuminating  pur- 
poses. Its  light  is  clearer  and  stronger,  and  there  is  absolutely  no  danger 
of  fire  from  it. 

Do  not  mix  decorative  styles.  Decide  upon  a  certain  style,  and  let 
that  style  for  the  time  permeate  the  decorations  in  store  and  window. 

In  those  stores  where  a  variety  of  goods  are  kept,  it  is  well  not  to 
display  in  the  window  more  than  a  few  different  kinds,  all  of  which  should 
be  particularly  adapted  to  the  season. 

The  simplest  forms  of  store  decoration  are  streamers,  banners,  and 
shields,  all  of  bright  colors,  and  happily  blending. 

Often  the  goods  can  be  piled  upon  the  shelves  and  counters  in  a 
harmony  of  color. 

The  goods  can  be  built  into  the  form  of  pyramids,  columns,  houses, 
and  innumerable  other  objects. 

A  bridge  of  calico  is  suggested,  the  bridge  proper  built  of  wood,  the 
pieces  of  calico  being  so  arranged  that  the  frame  work  is  invisible.  On 
the  same  principle  a  show  fire-place  can  be  constructed. 

The  ladder  is  one  of  the  handiest  things  upon  which  to  hang  decora- 
tion. An  arrangement  of  looking-glasses  will  often  add  much  to  the 
effect. 

A  very  pretty  effect  can  be  arranged  with  a  background  of  handker- 
chiefs of  the  various  colors,  with  handkerchiefs  in  the  foreground  draped 
upon  pillars  or  arranged  in  cones. 

Dress  goods  in  shades  and  color  are  limitless,  and  the  largest  window 
cannot  contain  samples  of  the  entirety  of  even  one  line  of  fabrics. 


Il8  ABOUT  ADVERTISING. 

An  evolution  in  stockings  is  suggested,  from  the  infant's  to  the  longest 
of  the  long,  arranged  so  that  a  glance  will  grasp  the  extent  of  the 
variety. 

Collars  and  cuffs  can  be  built  in  the  shapes  of  elephants  or  other 
animals. 

Neck-ties  can  be  arranged  in  a  poem  of  color. 

Under-wear  of  every  variety  may  be  so  displayed  that  the  field  of  its 
production  instantaneously  suggests  a  purchase. 

A  scale  of  shoes,  from  the  babies'  to  the  number  twelves,  will  impress 
upon  the  people  the  extent  of  the  stock. 

A  fountain  playing  in  the  centre  of  the  window,  with  gold-fish  swim- 
ming in  the  bowl  below,  is  sure  to  attract  a  crowd ;  and  one  looking  at  the 
fountain  must  notice  the  goods  about  it,  the  more  so  if  their  shape, 
color,  and  arrangement  do  not  make  the  fountain  seem  forced  into 
unnatural  prominence. 

The  idea  of  placing  waterproof  shoes  in  a  tank  of  water  is  old,  and  yet 
emphatically  impresses  the  beholder  with  the  water-resisting  qualities  of 
the  shoes.  The  attractiveness  of  the  tank  can  be  much  enhanced  by  the 
addition  of  floating  water-lilies  and  aquatic  plants. 

Automatic  window  figures  are  always  novel,  and  sure  to  attract  atten- 
tion. During  a  lively  purchasing  season  the  toy  shops  can  well  afford  to 
keep  a  lad  employed  in  the  window  winding  up  and  exhibiting  automatic 
toys. 

As  a  suggestion,  build  a  lovers'  walk  in  the  window  ;  construct  the 
miniature  shrubbery  of  ferns  and  flowers  ;  dress  a  handsome  doll  in  hand- 
some clothes  ;  from  behind  the  scenes  start  her  along  the  walk,  and  when 
she  has  walked  about  half  way,  start  a  walking  dude  after  her.  He 
should  walk  faster  than  the  girl,  and  meet  her  just  as  the  two  disappear 
from  sight.  They  should  disappear  in  concealing  shrubbery,  at  the  further 
end  of  the  window,  where  they  can  be  taken  out  and  started  again  with- 
out the  gaze  of  the  outsider. 

Build  a  miniature  armory  of  umbrellas. 


IV/XDOIV  DRESSLVG  AND  STORE  DECORATION.  1 19 

Draped  figures  exhibit  the  quality,  style,  and  fit  of  clothing.  The 
figure  faces  should  be  as  natural  as  possible.  Some  local  artist  can  paint 
out  the  usual  ghastly  appearance  of  the  faces.  Do  not  allow  the  show 
dummies  to  stand  like  dummies  among  a  havoc  of  clothing.  Seat  some 
of  them  ;  arrange  a  street  or  other  scene  for  a  background ;  introduce 
trees  and  foliage,  or  place  them  in  apparent  comfort  in  representation  of  a 
parlor  or  sitting-room  group. 

A  pipe  organ  made  of  poles,  covered  with  appropriately  colored  dress 
goods,  is  attractive. 

Place  a  large  crayon  portrait  of  some  prominent  man  or  woman  in 
the  window,  and  build  a  gigantic  frame  around  it  of  the  different  shades  of 
velvet.    ' 

Do  not  exhibit  the  portrait  of  any  one  connected  with  the  store ;  it 
will  not  attract  any  particular  attention,  and  may  cause  many  uncompli- 
mentary remarks. 

Grocers  will  find  very  attractive  large  signs  made  of  grain.  The 
easiest  way  to  construct  one  of  these  signs  is  to  cover  a  large  board  with 
some  neutral  tint  of  paper,  paint  the  lettering  upon  it  with  thick,  slow- 
drying  varnish,  and,  while  it  is  wet,  scatter  the  grain  over  the  board,  leaving 
it  undisturbed  until  the  varnish  is  thoroughly  dried,  when  the  surplus  grain 
can  be  easily  shaken  off. 

Letters  can  also  be  made  in  large  shallow  boxes  of  grain  by  filling  the 
box  or  trough  with  one  kind  of  grain  and  making  the  letters  out  of 
another  which  must  be  of  different  color. 

If  the  show  window  be  large  enough,  exhibit  a  miniature  parlor  or 
dining  room,  or  chamber,  or  library,  which  will  particularly  exhibit  the 
goods  desired  to  be  sold. 

A  fully  equipped  kitchen  can  be  arranged  in  the  window.  A  colored 
glass  lantern  in  the  cooking-stove  closely  represents  fire,  and  a  heating 
lamp  under  the  tea-kettle  will  produce  a  cheerful  stream  of  steam. 

Live  figures  will  hold  a  crowd  better  than  anything  else,  particularly  if 
they  be  engaged  in  some  interesting  mechanical  work. 


I20  ABOUT  ADVERTISING. 

It  costs  no  more  to  put  the  expert  shoemaker  or  repairer  in  the 
window.  His  work  at  the  bench  at  the  back  of  the  store  would  hardly 
win  a  glance,  but  in  the  window  his  work  gains  'and  holds  the  attention 
of  every  one  who  wears  shoes. 

The  potter's  wheel,  in  the  hands  of  an  experienced  potter  plying  his 
trade  in  the  window,  interests  the  ladies,  and  the  ladies  are  the  ones  who 
buy  crockery. 

The  old-fashioned  spinning-wheel,  with  an  old-fashioned  girl  manipu- 
lating it,  is  an  object  lesson  in  contrast  with  the  lightning  looms  of  to-day. 

No  matter  what  the  trade  may  be,  if  it  be  so  that  the  goods  can  be 
manufactured  on  a  miniature  scale  in  the  window,  it  is  generally  well  to 
temporarily  so  manufacture  them. 

Do  not  allow  the  same  show  window  display  to  remain  more  than  two 
or  three  weeks.     It  is  better  to  change  it  much  oftener  than  that. 

If  prices  are  to  be  marked  on  the  goods  displayed  in  the  window  or 
store,  do  not  have  the  placards  objectionably  large. 

So  far  as  possible  confine  the  window  dressing  to  one  specific  line  of 
goods  at  a  time,  and  if  advisable  to  continue  the  display  of  that  line  for 
an  indefinite  period,  make  at  least  weekly  change  of  arrangement. 

There  is  nothing  in  the  way  of  trade  which  will  fail  to  aid  in  artistic 
business  decoration,  and  it  cannot  well  be  arranged  so  that  people  will 
refuse  to  look  upon  it. 

If  the  window  display  be  particularly  elaborate,  interesting,  or  original, 
see  to  it  that  the  local  paper  prints  a  description  of  it. 

Of  all  the  seasons,  that  of  the  holiday  is  the  time  for  extra  decoration. 
Select  the  principal  holiday  goods  for  the  exhibition,  and  bend  every 
energy  to  make  the  display  tasty,  artistic,  fresh,  and  original ;  and  if 
necessary  hire  outside  help  to  assist  in  the  arrangement. 

People  buy  goods  after  the  holidays,  and  the  decorative  fire  of  the 
year  should  not  be  all  consumed  during  the  Christmas  time. 


SAMPLES. 


"  Some  things  to  look  at,  keep,  and  utilize." 


The  contents  of  the  following  pages  are  presented  for  what  they  may- 
be worth  to  the  advertiser  in  the  making  up  of  advertisements.  The  sub- 
ject is  as  inexhaustible  as  the  combinations  of  the  alphabet,  and  to  attempt 
to  cover  even  a  small  portion  of  its  entirety  is  impossible,  particularly  so 
within  the  pages  of  a  book  which  aims  at  brevity. 

The  sample  advertisements  are  all  genuine  advertisements,  prepared 
expressly  for  the  respective  firms,  and,  with  very  few  exceptions,  were 
written  or  arranged  by  the  author  of  this  book.  The  original  idea  was 
to  display  dummy  samples,  but  it  was  afterwards  considered  advisable  to 
present  as  samples,  advertisements  which  had  passed  the  muster  of  prac- 
tical business  criticism,  written  for  use,  and  each  approved  by  a  different 
experienced  advertiser. 

These  sample  advertisements  are  for  suggestion,  to  be  studied  by  the 
advertiser.  The  idea  conveyed  in  one  advertisement  may  be  advan- 
tageously used  in  another  written  on  something  entirely  foreign  to  the 
first.  Originality  is  intended,  and  typographical  appearance  considered 
of  importance.  The  reader  may  find  in  each  idea  opportunity  for  improve- 
ment, enlargement,  and  increased  uniqueness. 

The  advertisements  are  nearly  all  set  in  type  to  be  found  in  almost  all 
first-class   newspaper  offices,  and  very  few  are  too  elaborately  gotten    up 

121 


122  ABOUT  ADVERTISING. 

typographically    to  render  them  difficult  of  near  reproduction    with   the 
material  at  the  disposal  of  any  fairly  fitted  up  office. 

It  is  obvious  that  with  the  free  use  of  ornamental  job  type  many  of 
the  samples  could  be  much  more  artistically  set  up  ;  but  it  would  be  use- 
less to  present  arrangements  impossible  of  reproduction  in  the  average 
newspaper  office. 

Consideration  must  be  given  to  the  limited  space  of  the  pages  of  the 
book.  Many  of  the  advertisements  would  appear  to  much  greater  advan- 
tage if  set  in  space  two  or  more  times  as  large  as  is  possible  in  convenient 
book  form. 

Once  more,  remember  that  the  advertisement  is  for  the  reader's  eye 
not  for  the  writer's,  and  that  the  firm  name  is  not  to  be  a  conspicuous 
part  of  the  advertisement  except  where  the  house  has  marked  identity, 
unusual  importance,  and  a  pronounced  distinctive  character,  which  do 
not  exist  in  probably  over  fifty  retail  stores  in  the  country. 

It  is  well  to  select  a  plain,  small,  and  particular  style  of  type  for  the 
name  and  address,  to  be  used  in  the  majority  of  the  advertisements.  At 
light  expense  the  name  and  address  can  be  engraved  on  wood  or  done  by 
the  photographic  process,  and  electrotypes  made  therefrom  which  will  be 
almost  equivalent  to  an  effective  trade-mark.  The  engraved  lines,  if 
small,  can  properly  and  occasionally  be  used  at  the  head  of  the  advertise- 
ment, providing  the  advertisement  occupies  considerable  space  and  is 
composed  of  large  type  with  much  open  space  between  the  lines. 

Whenever  convenient,  and  a  Jittle  promptness  will  easily  make  it  so, 
see  a  proof  of  the  advertisement.  Any  newspaper  is  ready  to  furnish  a 
proof,  and  generally  glad  to  do  so,  for  it  relieves  it  of  some  of  the  respon- 
sibility. Unless  one  is  familiar  with  writing  for  the  press,  printed  words 
look  amazingly  different  from  those  of  the  written  copy,  and  by  the  proof 
necessary  changes  and  valuable  improvements  may  be  suggested. 

The  type  measure  of  the  pages  is  that  of  the  ordinary  double  news- 
paper column. 


SAMPLES. 


123 


"Thi^e  Hundred  Folks  Dye  Every  Day." 


EWANDO'S 

French  Dyeing  and  Cleansing  Estal)lishment, 

BOSTON,     NEW  YORK,     PROVIDENCE. 


FIFTEEN    OEKICES. 


A.     THOUSATsID     ^OEMCIES. 


Advertisement  prepared  expressly  for  Lewando's  French  Dyeing  and  Cleansing  Establish- 
ment, illustrating  form  of  illustrated  advertisement  with  paradoxical  heading.  Must  not  be  set  in  less 
space  than  above.  More  space  better  it  looks.  Wood-cut  of  above,  including  drawing,  costs  about  J20; 
photo-engraving,  not  including  drawing,  about  ^4.  The  lighter-faced  the  type  around  it  the  more  striking 
will  be  the  illustration. 


124 


ABOUT  ADVERTISIXG. 


THE  MUTUAL  LIFE  INSURANCE  COMPANY,  OF  NEW  YORK. 


For  Investment, 

Por  Unforeseen  Ca- 
lamity, 

Por  Death, 

Por  the  Widow, 

Por  the  Pamily, 

I'LL  BE  INSURED. 


"There  can  be  no  investment  more 
solid,  more  mutual,  more  necessary,  than 
Life    Insurance." 


"  III  little  sums  lie 
paid  it; 

In  bulk  'twill  all 
coiue  back  to  him." 


RICH,  THEN  HE  CAN  AFFORD 
INSURANCE;  POOR,  THEN  HE 
CANNOT  AFFORD  TO  BE  UN- 
INSURED. 


BANK 

OF 

ENGLAND 

EST. 

1694. 


A    JUST    COMPARISON. 

Bank  of  England,  Surplus  &  Capital,  .^Sf,, 704,781 

Mutual  Life  Ins.  Co.,  Assets    -        -  118,80(5,851 

Uank  of  England,  Liabilities        -  257,807,471 
Mutual  Life  Ins.  Co.,  Insurance  in 

Force 427,028,932 

Mutual  Life  Ins.  Co.,  Liabilities  -  112,512,410 

Mutual  Life  Ins.  Co.,  Surplus  -        -  6,294,441 


MUTUAL 
LIFE  IKS. 

CO., 
OF  X.  Y., 

EST. 

1843. 


Josephus. — Come,  marry  me. 

Cleopatra.— V or  what? 

Josej/hus. — For  love. 

Cleopatra.— Any  tangible  induce- 
ments ? 

Josephus.— B.<>\a  gi.'j.OOO  iiolicy  in 
Mutual  Life  Ins.  Co.,  of  N.  Y. 

C/eopa^ra.— Embrace  me. 


An  Insurance  Security 
Unmatched  in  Chris- 
tendom. 


From  the.  Widotf  of  Ihe  Inte  Col.  J'ulsifer,  Pub- 
lisher of  ihe  Jioston  Herald  : 

BOSTON',  M.\SS.,  Nov.  19,  1888. 
C.  A.  Hopkins,  Esq., 

Dear  Sir— Allow  me  to  thank  you  and  the  company  you  rep- 
resent for  your  prompt  and  fjeiierous  action,  in  the  payment  of 
the  jiolicy  on  my  late  Imsband's  life. 

He  was  a  firm  believer  in  Life  Insurance,  and  his  family  to- 
day, by  reason  of  your  more  than  .satisfactory  fulfilment  of 
yourobliiiation,  have  rc.a.sou  to  be  griiteful  for  your  faithful- 
ness and  for  his  sagacity. 

Yours  truly, 

CLARA  S.  PULSIFER. ' 


THE  LARGEST  FINANCIAL  INSTITUTION  IN  THE  WORLD. 


C.  A.  HOPKINS,  General  Agent,  Company's  Building,  95  Milk  St.,  Boston. 


Advertisement  written  especially  for  the  Mutual  Life  Insurance  Co.,  of  New  York,  illustrating  combina- 
tion of  type  and  brass  rule  work  which  can  be  reproduced  in  any  good  newspaper  office.  Must  occupy  double 
column  ;  will  look  better  in  1 2-inch  length  of  triple  column. 


SAMPLES. 


125 


V    'X 


REAL  ESTATE 
TITLES  EXAMINED 


•> 


P^ 


& GUARANTEED 

BY  THE 

MASSACHUSETTS 
TITLE  INSURANGE  60. 


V    <» 


'.3  MILK  ST., BOSTON, 
^-       MASS. 


^  't  f 


The  above,  used  by  permission  of  Massachusetts  Title  Insurance  Co.,  is  catchy,  startling,  im- 
pressive, and  emphatically  emblematic  of  the  result  of  not  doing  as  it  suggests.  A  wood-cut  of  it  costs, 
including  drawmg,  about  Sio;  a  photo-engraving,  not  including  drawing,  about  ?3.5o.  The  drawing  costs 
about  32  ;  the  cost  of  design  depends  upon  the  reputation  of  the  artist.     Electrotypes  cost  about  60  cts.  each. 


126 


ABOUT  AD VER TISIXG. 


ibe  ilargcst  ^lusiral  Institution 


IN    THE    WORLD. 


MUSIC, 

CULTURE, 

LITERATURE, 
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COUNTRIES. 

FACULTY   OF 

EIGHTY-NINE 

PROFESSORS. 


The  Combined  Advantages  of  th»'   fo11o\e- 
iiig  thoroughly  equipped  Schools,  viz.: 

I.  The  Piano. 
II.  The  Orjran. 

III.  The  T'orniation  and  Cultivation  of 

the  Voice,  Lyric  Art,  Opera. 

IV.  The  Violin,  Orchestra,  Ouartet.  and 

Ensemble  Playing,  Orchestral  and 
Band   Instruments,    Art   of   Con- 
ducting. 
V.  Harmony,     Composition,      Theorj-, 
Orchestration. 
VI.  Church    INIusic,     Oratorio,     Chorus 

Practice. 
VII.  Sight-Sin4;ing,  Vocal  Music  in  Pub- 
lic Schools. 
VIII.  Tuning,  Regulating,  and  Repairing 
Pianos  and  Organs. 
IX.  General    Literature,    Modern    Lan- 
guages. 
X.   Elocution,  Dramatic  Action. 
XI.   Fine  Arts. 
XII.   Physical  Culture. 

XIII.  Home  for  Lady  Pupils. 

XIV.  College  of  Miisic. 

Instruction  is  given  by  ablest  American  and  European 
artists  and  teachers,  class  and  private  lessons. 

Students  in  any  one  school  h.^ve  the  free  advantages 
of  all  the  schools,  such  as  concerts,  recitals,  sighi- 
singing,  and  chorus  practice,  lectures,  readings,  etc., 
also  use  of  large  musical  library. 

The  Home  is  supervised  by  the  Director,  Preceptress, 
Resident  Physician,  and  Lady  Teacli^rf.  The  entire 
building  is  heated  by  steam  and  lighted  by  elrc'ricity. 
Opportunities  here  offi-red  not  surpassed  by  any  similar 
institution  in  tiie  world. 

TUITION  :  $5,  $io.  $is,  $20,  a  id  $25  per  term. 
Board  and  Rooms,  $5  to  $7.50  per  week. 


^civ  England  ffiott^crvatotjj  of  p«$ic, 

Franklin   Square,    Boston.  E.   TOURJEE,    Director. 

BEAUTIFULLY    ILLUSTRATED    CATALOGUE    FREE. 


Written  and  arranged  expressly  for  N.  E.  Conservatory  of  Music.  Illustrates  comprehensive 
advertisement,  .set  in  halves,  one  to  catch  the  eye  of  the  casual  reader,  the  other  to  tell  more  of  the  story  if  he 
be  interested  in  the  lubject.    Should  not  be  set  in  less  space  than  above.    Looks  well  all  in  one  column. 


SAMPLES.  1 27 


MANUFACTURERS    &    DEALERS 


TRAIN,  sm:ith:  &  CO. 


s 


PPLY 


NEWS  AND  BOOK  PAPER  FOR  SOME  OF  THE 
LARGEST    PUBLICATIONS    IN    THE    COUNTRY. 

MAKE    A    SPECIALTY    OF    NEWSPAPER    IN    ROLLS 
FOR    FAST    PERFECTING    PRESSES. 


If  you   are  a  consumer  of   paper  it  will 
be  for  your  interest  to  address  them  at 

24  Federal  St.,  Boston,  Mass. 


Advertisement  written  for  Messrs.  Train,  Smith  &  Co.,  Boston,  illustrating  plain  artistic  form  of 
standing  advertisement  for  trade  papers.  Looks  well  in  single  column  ;  better  in  double.  Can  occupy 
from  6  inches  single  to  any  size  of  single  or  double  column 


128  ABOUT  ADVERTISIXG. 

ltno\t^  all  people  b^  tl)e^e  prejsentis,  that  :^^.  ^"^^^''^'^'^ 

Brothers  <&^  Covipany,  a  Jirfu  established  in  1S70  '''  f^t^  City  of  Boston,  County  of 
'     Suffolk,  Commonwealth  of  Massachusetts  ;  and  of  the  City  of  Philadelphia,  County  of 
Philadelphia,  State  of  Pennsylvania  ;  and  of  the  City  of  Chicago,  County  of  Cook,  State 
of  Illinois,  jjj  consideration  of    ^'^'^  lowest  reasonable  wholesale  and  retail  prices, 

paid  hy  ..^"y^.^"^' the   receipt  whereof  is    hereby   acknowledged, 

do   hereby   grant,    sell,  transfer,  and  deliver   nnto   the  said     (tfiyoody, 
the   following  goods   and   chattels,    namely : 

Window    Shades,    Curtain  Fixtures,    Opaque    and    Tint   Cloths,    Hollands  and 
Upholstery   Goods,   and  the  like. 

Co    IjabC    anti    to    t)OHj    all    and    singular   the    said   goods  and   chattels   to 

the  sa.K\.^"y^o^y' and  ./'"'-''   ^':  J''^'' executors,  administrators, 

and   assigns,    to   their   own    use   and   behoof  forever. 

And .^.-^ hereby   CObenatlt   with   the   grantee  that '^"^..^'['^ 

the   lawful   owners   of  the   said   goods   and   chattels,    that  thej-   are    free    from    incum- 
brances    except  those  always  honestly   stated,    if  they  exist,   by   our  conscientious 

.   .^^    ' that ''^^^. have  good  right  to  sell  the  same 

as  aforesaid;   and  that..... '^'^ will   tUanraitt    ailtl    tlCfClltl   the  same  against  the 

lawful  claims   and   demands  of  all   •^^soxis.,...^'''i.^Sai'istimpeifcction   and   damage. 

3Fn  iuitnc^^  U3Jjereor,...'^^?...the  said  J^''^^^'"^":  .^^^^^^^^^ 

hereunto   set ^'.^.' hand       and   seal    this ■^''^^. day   of 

J^.'"^^^'y\ in   the   j^ear   one   thousand   eight   hundred   and   eighty  ."""• 

Signed,  sealed,  and  delivered  in  presence  of 


Advertisement  prepared  expressly  for  Messrs.  CusHMAN  Bros.  &  Co.,  Boston,  Philadelphia,  and 
Chicago.  Must  be  set  in  double  or  triple  column.  The  above  unique  form  can  with  propriety  be  used  by 
any  line  of  trade.     The  space  occupied  by  "  Window  Shades,  etc.,"  can  extend  to  any  length. 


SAMPLES. 


I2g 


Be    he    American,    or    Irish,    or    English,    or    Dutch,   or    anything    else;    if    he 
IS    A   Judge    of   Tobacco, 


He  buys  Buchanan  &  Lyall's  celebrated  brands.  There  isnt  a  first-class  To- 
bacconist IN  America  who  can  run  shop  without  them.  The  principal  office 
IS    at    101    Wall    Street,    New    York    City. 


.Advertisement  made  up  expressly  for  Messrs.  Buchanan  &  Lyall,  New  York,  illustrating  the  most 
marked  contrast.  The  little  type  (Nonpareil  Lining  Gothic),  by  contrasting  minuteness  is  conspicuous,  and 
the  black  trade-mark  is  also. by  contrast, literally  staring.  A  trade-mark  like  it  once  seen  is  seldom  forgotten; 
it  is  business,  and  fortunate  is  the  house  which  invents  so  plain  yet  effective  a  trade-mark,  which,  in  various 
sizes,  should  be  used  in  nearly  every  advertisement,  and  in  most  of  the  commercial  printing.  On  wocd 
mcluding  drawing,  costs  about  $5.00;  photo-engraved,  including  drawing,  about  ^4.00. 


130  ABOUT  ADVERTISIXC. 


••Think    not   that   clothes  will    nmke   a   man,   yet   how   they   help." 

READY  vs.  WAITING. 

There  arc  folks  so  knocked-kneed,  so  bow-legged,  so  crooked-backed,  that 
only  the  e.xpert  tailor  can  fit  'em.  These  men  are  scarce;  so  are  Apollos;  but 
America's  sons  average  well ;  and  ninety-nine  and  nine-tenths  per  cent,  of  them 
will  receive  perfect  fits  from  out  our  extensive  stock. 

Now  to  business  :  We  are  manufacturers,  wholesalers,  and  retailers  of 
clothing. 

Always  advanced  styles  of  American  and  foreign  fabrics — the  best  from  each. 

Our  own  workmen  in  our  qwn  workshops  do  the  cutting  and  the  making.  We 
personally  watch  each  detail,  and  we  don't  forget  that  the  better  the  article  the 
better  the  trimming;  no  poor  articles,  so  no  poor  trimmings. 

Goods  always  warranted  to  us ;  we  warrant  them  again,  after  we  prove  tin.' 
first  warrant  by  testing. 

The  fit.  If  the  customer  is  fitable,  our  clothes  fit  him,  and  do  it  well.  Some 
folks  we  can't  fit,  nor  can  anybody. 

Fit  as  well  as  custom-made?  In  ninety-nine  per  cent,  of  the  cases,  yes,  and 
that's  about  the  proportion  of  ready-made  wearers  comjiared  with  tailor-made  folks. 

The  price  ?  How  much  the  wearer  saves !  We  don't  advertise  goods  less  than 
cost,  simply  because  we  calculate  to  make  a  profit  on  what  we  sell.  Do  you  know 
of  anybody  who  doesn't,  whether  they  acknowledge  it  or  not  ?  There  are  different 
kinds  of  profits,  some  close  to  one  hundred  per  cent.,  some  more  tlian  tliat.  Our 
profits  are  small,  taken  individually  ;  small  profits,  and  many  of  them,  benefit 
alike  customer  and  maker.  There  is  no  reason  why  any  one  can  undersell  us,  and 
no  one  does. 

You  are  welcome.     We'll  sell  you  a  car-load,  or  a  bundle,  or  a  suit,  or  a  part 

of  one. 

Invitingly  yours. 


Spitz   Bros.   &   Mork 


508  Washington  St..  5  Bedford  St., 

BOSTON. 


Sample  of  advertisement  prepared  for  Messrs.  Spitz  Bros.  &  Mork,  illustrating  form  of  the  personal 
letter  style  ot  advertisement,  arranged  in  jiaragraphs.  Sliould  occupy  not  less  than  12  inclies  single 
column,  or  6  inches  double  column.  Looks  well  in  double  or  single  column.  Would  be  much  improved  if 
in  space  large  enough  to  admit  of  reading  matter  set  in  type  twice  or  more  as  large  as  above. 


SAMPLES. 


I3» 


Nothing  on  Earth  Will  Make  Hens  Lay 


LIKE    SHERIDAN'S    CONDITION     POWDER. 


Absolutely  pure  and  highly  concentrated.  Strictly  a  medicine,  to  be  given  in  the  food 
once  daily  in  small  doses.  Prevents  and  cures  all  diseases  of  hens.  Worth  its  weio-ht 
in  gold  when  hens  are  moulting,  and  to  keep  them  healthy.  Testimonials  sent  free 'by 
mail.  Ask  your  druggist,  grocer,  general  store,  or  feed  dealer  for  it.  If  you  can't  get 
it,  send  at  once  to  us 


HfHS  L4y 


We  will  send  postpaid  by  mail  as  follows  :  A  new,  enlarged,  elegantly  illustrated  copy 
of  the  "  Farmers'  Poultry-Raising  Guide,"  price  25  cents,  tells  how  to  make  money 
with  a  few  hens,  and  two  small  packages  of  powder,  for  60  cents  ;  or,  one  large  i]i  lb. 
can  and  Guide,  $1.20.  Sample  package  of  Powder,  25  cents  ;  five  for  $1.00.  "six  lar-e 
cans,  express  prepaid,  for  $5.00.     Send  stamps  or  cash * 


I.    S.    JOHNSON    &    CO., 

22    CUSTOM    HOUSE    STREET,    BOSTON,    MASS. 


Advertisement  made  up  expressly  for  Messrs.  I.  S.  Johnson  &  Co.,  Boston,  illustrating  trade-mark 
display  and  shaded  rule  work  A  short,  comprehensive  line  like  the  above,  by  use  becomes  a  trade-mark  of 
the  article  advertised,  and  if  the  words  are  well  chosen  and  conspicuously  engraved,  the  line  is  often  fully  as 
effective  as  artistic  and  ornamental  combinations.  On  wood,  including  drawing,  costs  about  S6 ;  photo- 
engraved,  including  drawing,  about  ^4.  =>  ai  t    >  f  ^^^ 


132 


ABOUT  A Dl 'ER 1 ISL \ G. 


t "  MIGHTIER  THAN  THE  PEN " 


THE  WORLD 


TYPEWRITER 


Unceasini;ly  at  it  —  wiitiujj, 
writing,  writing  —  good  writing, 
liiid  writing,  worse  writing  — 
sometimes  can  read  it  when  it's 
warm,  seldom  when  it's  cold 
—  sometimes  the  receiver  can 
translate  it  —  sometimes  he  can't 
— waste  of  time,  waste  of  labor  at 
both  ends.  The  pen  is  old-fash- 
ioned—  the  progressive  business 
man,  the  intelligent  professional 
man,    the    live    clerk,    and    the 


modern  student  type-write ;  some 
40,000  of  'em  use  the  World 
Typewriter.  A  wonderful 
little  machine,  as  simple  as  a 
primer,  yet  strong,  durable,  prac- 
tical ;  and  any  one  can  with  prac- 
tice easily  write  thirtj'-tive  words 
a  minute.  Single-Case  World 
costs  .?  10.00,  Double -Case 
World,  which  writes  seventy-two 
characters,  .S15.00.  Live  agents 
wanteil. 


AIIDRKSS. 


TYPEWRITER    DEPT.,    POPE   MFG.  CO.,    BOSTON,   NEW   YORK,  CHICAGO. 


Wakers  of  Columbia  Bicycles  and  Tricycles. 


Advertisement  written  expressly  for  Pope  Mfg.  Co.,  Boston,  illustratint;  artistically  set  newspaper  adver- 
tisement. Should  occupy  not  less  than  6  inclics  single,  or  4  Indies  double  column.  Looks  well  in  nuich 
larger  space.  The  cut  on  wood  costs,  including  drawing,  about  Si 2 ;  photo-engraved,  not  including  original 
drawing,  about  ^1.50. 


SAMPLES.  ,-,- 


WITHOUT  A  DRUMMER 

_o_o  oooooooooooooooooo  ~^~^~^J^£JJ^^I^J~^ 

onlyIne 

Wholesale  Boot,  Shoe,  and  Rubber  House  in  the  country  which  does  not  employ 
travelling  salesmen,  consequently  there  can  be  but  one 

BOOT  AND  SHOE  HOUSE 

which  sells  goods  at  cost,  or  rather,  at  bill  prices.     It  is  known 

THROUGHOUT  AMERICA 

as  Winch  Bros.,  wholesale  dealers  and  jobbers  in  Boots,  Shoes,  and  Rubbers 
Nos  130  134,  and  136  Federal  Street,  Boston,  Mass.  In  open  defiance  to  con! 
ventional  selling  methods  it  continues  tradeful,  with  a  great  volume  of  business. 

SELLING  GOODS 

without  talk  and  salesmen's  expenses,  depending  upon  the  quality  of  the  goods, 

WITHOUT  PERSONAL  PRESSURE 

to  do  the  business.     The  only  drummers  are  quality,  one  price,  progression,  and 
OrUMMER'         ''       ''''^''^"''  ^''^  '°  everybody,  entitled  "THE  LITTLE 


The  above  advertisement,  written   expressly  for    Messrs    W.Nru    Ro^=     ^(    n     . 
arrangement  of  catch-lines  and  interveninz  readin?  i,v,tV..f     u      i    u  ■  °^-'  ,°^    Boston,   illustrates   an 

story  briefly,  irrespective  of  the  substance  ma  t<?r  UK  7'"  ^^  "°""^'  "^^'  '^'^  catch-lines  tell  the 
column,  or  four  inches  of  double  coumn  ™  1  1  t?i  1 7  •  """^l^  'ff  .''^^"  ^'^  '"^''«  "^  ^'"^'^ 
Looks  well  set  in  either  heavy  or  light-fTed  type'  catch-hnes  should   be  in   same  size  of  type. 


ABOUT  ADVERTISING. 


W^:S^^^ 


H.    B.    HUMPHREY, 

MANAGER. 


THEN   READ. 


The  Agency  was  established  Sept.  1,  1886,  by 
Mr.  E.  C.  Dayis,  the  former  publisher  cf  the  Yankee  Blade 
and  Boston  Sunday  Times.  On  July  1,  1887,  Mr.  H.  B. 
Humphrey,  of  one  of  the  largest  and  oldest  agencies  of 
Boston,  and  more  recently  of  the  Boston  Daily  Post,  assumed 
the  management.  Mr.  Humphrey  gives  personal  attention 
to  the  details  of  the  business,  and  from  experience  and 
natural  aptitude  has  achieved  a  reputation  as  an  expert 
on  all  that  pertains  to  extensive  advertising,  accompanied 
with  originality,  honest  shrewdness,  and  conscientiousness 
to  the  advertiser's  interest.  His  familiarity  with  news- 
papers and  magazines,  and  his  unique  style  of  writing 
advertisements,  notably  the  striking  identity  cf  the  "  Ply- 
mouth Rock  Pants"  announcements,  which  are  mostly  a 
product  of  his  inventive  skill,  have  given  to  him  interna- 
tional reputation.  Mr.  Humphrey's  personal  services  are 
at  the  disposal  of  anybody  who  has  goods  to  sell  to  people 
anywhere,  and  want  a  part  cf  the  country,  the  whole  of 
the  country,  or  the  world,  to  know  it. 

Businessly  everybody's, 

THE    DAYIS    ADVERTISING    AGENCY. 


The  above  announcement,  written  espfcially  for  the  Dnvis  Advertising  Agency,  of  Boston,  illiislr.iles  .iltractive 
form  business  letter  advertisement.  Engraving  in  the  corner  adapted  to  letter,  note,  and  bill-heads,  high-class  circulars- 
Can  be  used  in  advertisements  in  well-printed  papers.  Should  not  occupy  less  space  than  size  of  note-paper.  Wood- 
cut of  engraving  costs  about  $20.00.     Photo-engraving,  irrespective  of  original  drawing,  costs  about  $2.00. 


SAMPLES. 


135 


%%  % 

80/  % 

/Q  % 

%%  ''  % 

0/  0/  0/  0/  0/  0/  0/  0/  0/  0/  0/  0/ 
/O  '0  /(I  A>  /o  /o  /o  /o  /o  10  /o  /o 


8  %  1 1  THE  WINNER  INVESTMENT  CO.  +  |  8  % 


%%%%%%%%%%%% 
%        ^     %% 

80/  %% 
/   %% 
/o    %% 

%      ^     V/o 

%%%%%%%%%%%% 


.         +         -f         ^         ^         ^.         ^.         4.         .J.        ^j,        ^        H^         ^        J.         .;.         ^J         ^5         ,.j         ^j  ..J  .;j  .J  ^j  .;j  j_         ^  ^  ^         ^        _^        ^         ^  ^         ^^         ^ 

PERFECT    SAFETY.      .--     CAPITAL,     $500,000.00.     -S       SURE    SECURITY.       + 

T-   T-  T^     ^     r     r    f-  -.K   -4,-   tp   •,•.-   -<.-   ■3-   -n--   -,•?   «-   -i^  ■*•  sj-  4-  .^  +  .^  J,  ^  .^  .^  4.  h^  ^^  ^  ^ 

*  *  «•  *  ?;?  -5:-  »  ^:-  .;:;.  ^i  ^:.  ^:.  ^  tg  .^.  ^.  ^j. 
I     GUARANTEED      MORTGAGES.    * 

^   •$   'Si;    $   <$    4^    $    $-   ^   ^    $.    {^.    {J;.    !V.    .jj    j;;.    .;:;. 


-*     *    -^    *    ^  * 

*     Guarantees  ^ 

fayment 

•^  ^- 

..),,  of  Mortgages  .,, 

•S-        Based  on  .;h. 

■*         Actual  •S- 

Selling  Price 

#.    of  Property.  ^^ 

^.      ^.     .;!;.     ^!j     0  ..jj 


Trust  Deeds   ^" 

Given 
To  Purchaser.  ^ 


HARPER'S  MAGAZINE. 


NEW   YORK. 


Of  all  the  wonderful  towns  in  the  West,  none  has 
attracted  more  attention  in  the  East  than  Kansas  City. 
I  think  I  am  not  wrong  in  saying  that  it  is  largely  tiie 
product  of  Eastern  energy  and  capital,  and  that  its 
closest  relations  have  been  with  Boston.  I  doubt  if 
ever  a  new  town  was,  from  the  start,  built  up  so  solidly 
or  has  grown  more  substantially.  The  situation,  at 
the  point  where  the  Missouri  River  makes  a  sharp  bend 
to  the  East  and  the  Kansas  River  enters  it,  was  lono- 
ago  pointed  out  as  the  natural  centre  of  a  great  tradet 
Long  before  it  started  on  its  present  career  it  was  the 
great  receiving  and  distributing  point  of  South- Western 
commerce,  which  left  tiie  iMissouri  River  at  this  point 
for  Santa  Fe  and  other  trading  marts  in  the  South- West. 
Aside  from  the  river  advantages,  if  one  studies  the 
course  of  streams  and  the  incline  of  the  land  in  a  wide 
circle  to  the  Westward,  lie  is  impressed  with  the  fact 
that  the  natural  business  drainage  of  a  vast  area  is 
Kansas  City.  The  city,  therefore,  was  not  fortuitously 
located,  and  when  railways  centred  there,  they  obeyed 
an  inevitable  law.  Here  nature  intended,  in  the  devel- 
opment of  the  country,  a  great  city.— Charles  Dud- 
ley Warner. 


-};•  -^f-  ■♦■  *  •^  ^ 

*   SURPLUS,   ■*■ 


$044,975. 


•ir     -^    ^     .^ 


-f.-      -'■-     +     '\t     ^-      .^ 

"■■      Mortgages     "^ 
•'i'  Bear  -^ 

-•p  Certificate  of  4«. 
.li  American  j, 
^  Loan  &  Trust 
'  Co.,  of  Boston,  ' 
""  that  25%  face  ■*" 
"•■  value  is  -ii*- 
-\t  covered  by  .;;;. 
.;;.       deposit.        _|^ 

-j:-    *  ^  -t-  --^    -i- 


80/     % 
/o   % 
%vio%vavioVio% 


+         WiLLARD  E.   WiNNEr, 

"T  President, 

-f-  Kansas  City,  Mo. 


X  William  H.  Parmenter,  + 
X  General  Agent,  -j- 

X  50  State  St.,  Boston,  Mass.  -j- 


%%%%%%%%%%%% 
%        ^     %% 

80/     %% 
/o   %% 
%%%%%%%%%%%% 


r..,.'^''T"'T^"'  """""   -"f  ^"^^  ^^'i^NER  Investment  Co.,  of  Kansas  City,  illustrating  combination  of 


136 


ABOUT  ADVERTISIXG. 


IF  Yo\/ i/$E  CVTi 


HAVE   THEM    ELECTROTYPED    BY 


SEND  STAMP  FOR  THEIR  BOOK  ON 


eitcrRpTYPiAiG 


Sample  of  genuine  advertisement  of  Messrs.  H.  C.  Wiiitcomb  &  Co.,  of  Boston.  One  of  the  best  of 
effective  business  designs,  at  once  striking  and  conipreliensive,  illustrating  the  business.  The  more  white 
space  around  it,  the  more  it  stands  out.  Cost  to  engrave  on  wood,  including  drawing,  about  ?i2.oo; 
photo-engraved,  not  including  drawing,  about  ^1.50.  Single  electrotypes  of  above  cost  about  30  cents/  in 
quantities,  as  low  as  20  cents  each. 


SAMPLES.  137 


An  ever  flowing  stream  of  warmth^ 


\ 


Vc}^  Furrjace^ 


3'^t  i^  CditCt)  the  Kohler  Patent  Wrought  Iron  Radiating  Surface  Hot-Air  Furnace; 
a  long  name,  but  not  as  long  as  its  reputation. 

511  fCtD  tUOrtJ^  about  it.  The  best  material,  of  course,  and  the  greatest  strength 
resulting.  The  radiator  of  No.  12  gauge  wrought  iron;  joints  perfect,  firmly 
riveted,  bolted  together  like  in  a  steam  boiler;  gas  tight,  puttyless,  cementless, 
packingless. 

5fin  itlbCjCtf  D  COtlE  set  in  centre  of  cylinder,  hanging  over  fire.  Direct  draft  by 
tube  passing  through  cone.  Indirect  draft  by  closing  damper  in  tube,  driving 
draft  upward  between  cylinder  and  cone,  then  through  small  pipes  at  top  of 
radiator,  connecting  with  tube  above  damper. 

^EbCrp  itlCl)  of  radiator  heated  equally.  Self  cleaning,  for  not  a  horizontal  piece 
about  it.  Draft  further  governed  by  up  and  down  pipe.  Cut-off  damper  and 
regulator. 

^b30  CbflpOlTfltinj  tanks.  Dust  flue  prevents  dust  in  cellar.  Biggest  clinkers 
instantly  removable.     Set  of  fine  grates  sift  ashes.     Easy  to  shake. 

<(r0irt)tdlip  inbitCt)^  —  everybody;  especially  architects,  builders,  stove  men,  to 
visit  factory  to  inspect  details  of  manufacture. 

^Idtmtt)  that  modern  science  of  heating  has  not  produced  a  better  furnace,  perhaps 
not  another  so  good. 

^ubistantiateti,  —  aii  claims. 

#f  iUljOm?  A.  KOHLER  &  CO.,  85  Union  Street,  Boston;  Factory,  143  to  153 
Vernon  Street. 


Advertisement  written  for  Messrs.  A.  Kohler  &  Co.,  of  Boston,  illustrating  a  form  of  semi-personal 
letter  style,  with  Old  English  side  heads.  To  display  well,  should  not  occupy  less  than  ten  inches  of  single, 
or  five  inches  of  double,  column. 


I^v 


ABOUT  A  D I  'ERT/SJAC. 


BOND  Of  BOSTON, 

Advertising  Signs, 

16  CENTRAL  STREET. 


The  above  is  a  fac-simile  of  the  advertisement  of  Mr.  A.  T.  Bond,  of  Boston,  Mass.  Mr.  Bond  nses  it 
in  all  his  advertisements  and  printed  matter.  ,  It  is  to  the  point,  distinct,  original,  complete,  and  tells  the 
whole  story  at  a  glance.     The  more  space  around  it  the  more  it  stares  one  in  the  face. 


SAMPLES. 


■39 


A   MEDLEY  OF  SUNDRIES. 


Dennison's  Tourists'  Tags  for  Travellers,  Gummed 
Labels,    Gummed    Paper  of  all   colors, 
Legal    and     Notanal     Seals,     Fold- 
ing and  Fancy  Tickets,  Ment- 
zel's  Patent  Suspension 
Rings,  The  Star 
Copying 
Pads. 


Dennison's  Game  Counters,  Wedding  Cake   Boxes, 
Visiting  and  Playmg  Cards,  etc.   Sealing  Wax 
Makers.    Paper  Targets  for  Rifle  Prac- 
tice, Phillips'  Hook  and  Clasp 
Tags,    Kimball's    Self- 
Fastening  Tickets, 
Postal     En- 
velopes. 


STATIONERS' 


TA 


SPECIALTIES. 


McGill's 
Paper    Fasten- 
ers, at  Manufacturers' 
Discounts.    Colored  Tissue 
Papers  and  Flower  Papers,     Pro- 
prietors of  "  Silver  White,"  Best  Article 
for   Polishing   Silver,   and    Miller's   "Jewelry 
Cleaning     Casket"    and    "Silver    White    Casket." 


Jewelers' 
Boxes,  Jewelers' 
Cards,    Pink    and 
White  Cotton,  Fine  Twines, 
etc.    Druggists'  Boxes,  Apotheca- 
ries' Powder  Papers  and  Shaving  Papers. 
Dennison's   Absorbent     Cotton,     for    Dental 
and   Surgical   Purposes Japanese   Napkins. 


ALL  OUR   GOODS   ARE   FOR  SALE   BY  DEALERS   EVERYWHERE. 

DESNNISOSr  IKEFG.  CO 


26   FRANKLIN    ST.,   BOSTON. 

198  BROADWAY,   NEW  YORK. 

630  CHESTNUT  ST.,   PHILADELPHIA. 


109  AND    I  I  I    WABASH   AVE.,   CHICAGO. 
143  WALNUT  ST.,   CINCINNATI. 
404  NORTH  THIRD  ST.,  ST.    LOUIS 


7    SHOE   LANE,   LONDON,   ENGLAND. 


Advertisement  made  up  expressly  for  Den nison  Mfg.  Co.,  illustrating  how  can  be  reconstructed  an 
over-crowded  advertisement,  to  be  attractive  and  comprehensive,  and  come  within  the  easy  scope  of  the 
average  newspaper  composing  room. 


140 


ABOUT  AD  VER TISIXG. 


CURTIS   DAVIS  ^  CO., 


MANUFACTURERS. 


WeHPHE 


^m      TRADC  MABK. 

Soap 

FOR  FAMILY  USE. 


136  State  Street,   Boston. 


The  above  advertisement,  set  up  for  Messrs.  Curtis  Davis  &  Co.,  of  Boston,  shows  how  conspicuous 
may  be  three  lines  of  type,  arranged  with  a  trade-mark  design.  The  design  in  the  centre,  incUiding  the 
lettering  close  to  it,  can  be  cut  on  wood,  including  drawing,  for  about  ^7 ;  or  photo-engraved,  not  including 
the  original  drawing,  for  about  ^1.50. 


SAMPLES. 


141 


GENERAL    BUILDERS 


HARDWARE 


WHOLESALE    AND     RETAIL. 


FIRST  FLOOR retaIL  DEPARTMENT. 

SECOND  FLOOR  SAMPLES  AND  JOBBING. 

THIRD  FLOOR STORAGE. 

FOURTH  FLOOR  STORAGE. 


BURDITT    &L    WILLIAMS, 

ESTABLISHED    1860. 

18  &  20  Dock  Sq.,  30  Faneuil  Hall  Sq.,  Boston. 

C.    A.    BURDITT.  JOSEPH    WILLrAMS.  ,       .       „,,,uo^c- 

J.    A.    MUNROE. 


It  i.ar.ri''LnnfeLc?;roSdn^^^^^^^^^  ^:  ^V..m.ms,  of  Boston, 

type.     The  matter  contained  in  it  should  no  toccupvTess  than^^^^^^^^^  'T ""?  ""'  °^.  °""  ''>'^  "^ 

to  any  depth  of  single  or  double  column.  ^^  '°"'  ""^''"  "^  "'"S'^  ^°'""^"'  ^"d  can  e.xtend 


142 


ABOUT  ADl'EKT/S/AG. 


COINC 
THROUGH 


THE 
CANE. 


You  have  been  there,  so  has  everybody  ;  'tisn't  pleasant.     Reseat  the  chair  with  Harwood 
Fibre.     Anybody  can  do  it.     Send  paper  pattern. 


Portable    Asseinl)lv    Chairs,     for    Halls,     Churches,    Vestries,    Lodge     Rooms,    Offices. 
Correspondence  solicited.      Circulars   free. 

HARWOOD  MFG.   CO.,  91  Summer  St.,  Boston,  Mass. 


Sample  of  illustrated  advertisements  prepared  for  Hakwood  Mic;-Co.,  Boston.  Needs  twice  as  niucli 
space,  in  which  much  more  reading  matter  would  be  allowable.  Small  ensraving  costs,  in  wood,  including 
drawing,  about  f -j ;  photo-engraved,  including  drawing,  about  ?3.  Will  print  anywhere.  Large  engraving 
costs,  on  wood,  including  drawing,  about  ^15  ;  photo-engraved,  not  including  drawing,  about  ^2.50.  Will 
print  fairly  well  anywhere. 


SAMPLES. 


143 


TJjG  stuff  \ron)  wtjicl^   all   art  i5   rrjadc' 


AI^TISTS 


t 


JvtATEl^IAljS 


Of    Gvery    DG5cnptior). 

Arcl^jtccts'    5uppHes,    Gi^girjGcrs^    Draugl^tsn^ep's,    arjd 
Surveyors^  tr)$irun)cr)t<,, 

50IC  Agei;t5  itp  Urjitcd  States  for  bevy^5  Blue  Procc^^  Papers. 

Catalogue  Free. 

FI^OST  S(  ADAJV^S, 

ln)port€rs, 

37  Corr)I;)ill,  Bostor),  jVlass. 


Advertisement  arranged  for  Messrs.  Frost  &  Adams,  Boston,  illustrating  artistic  arrangement  of  one 
^^4i:ls^n^e^;spipt;rcarry°"^'  ^^"^"^^"'^''  ^^  ^^^^'^^^'^'^  '^P^'  ^^^  "^  °^  "^  '^-^  ornaSaTLlr 


144 


ABOUT  A 1)  I  'ER TISLXG. 


DO    YOU    WEAR 

PANTS 


THE  FAMOUS  CUSTOM-MADE 

Plypll)  HoGk  $3#  Pauls, 

CUT    TO     ORDER : 
OVERCOATS,   $12.00;    FULL  SUITS.   S13.25. 


TO   WEAR  'EM   ONCE 


—^>~\s  to— f^ 


WEAR  'EM  ALWAYS, 


ONLY  A 
POSTAL  CARD 


WITH  YOUR  ADDRESS  MAILED  TO  OUR  BOSTON  OFFICE, 
WILL  BRING  YOU  AT  ONCE  TWENTY  SAMPLES  AND  SELF- 
MEASUREMENT  BLANKS. 


PLYMOUTH  ROCK  PANTS  CO.. 


11-  to    17    ELIOT    ST. 
and    18    SUIVl?vIER    ST. 


BOSTON,    MASS. 


BRANCH     OFFICES: 
285    Broadway,  New  York. 
Gilmore  House,  Springfield,  Mass. 
Butler  Exchange,   Providence,  R.   I. 


Burnside  Building,  "Worcester,  Mass. 
60  Market  St.,  Lynn,  Mass. 
Register  Building,  New  Haven,  Ct. 


HISTORIC 

Secret  of  Success:  Quality  of  goods;  correct  and  stylish  fit;  and  advertising  in 
plain,  strong,  short  language,  business  facts.  Established  Feb.,  iSS6;  small  room,  three 
hands.  Now,  28 1  hands.  New  building  occupying  22,000  square  feet  floorage.  All  work 
custom-made.  Largest  tailoring  establishment  in  the  United  States;  largest  shippers  by 
express,  and  second  largest  receivers  of  mail  in  New  England;  largest  shippers  of  mer- 
chandise in  the  country.     Have  filled  over  300,000  orders. 


Combination  of  display  and  reading  matter  advertisement.    Should  occupy  not  less  than  six  inches  single 
column  ;  looks  better  in  double  column.     The  engraving  will  look  well  in  poorly-printed  newspapers. 


S\LU/'L£S. 
Manufacturers,  Jobbers,  Retailers, 

SILK  AND   FELT  HATS 


145 


For    Fine    Trade. 


Manufacturers 


LADIES'  FURS 


For    Wholesale    and    Retail    Trade. 


Sample  advertisement  written  for  Messrs.  Lamson  &  Hubbard,  of  Boston,  illustrating  trade-mark 
combination  advertisement.  The  type  matter  set  in  series  of  Antique  Roman.  The  above  design  would  cost 
to  cut  on  wood  about  ^25,  and  can  be  photo-engraved,  including  original  drawing,  for  about  f^j^.  A  photo- 
engraving reduction  to  one-half  size  would  cost  about  $2.  The  reduced  cut  could  be  used  upon  ail  of  the 
firm's  stationery,  and  in  many  of  the  newspaper  advertisements,  if  the  paper  was  well  printed. 


146 


ABOUT  ADVERTISIXG. 


CARRIAGES. 
SLEIGHS. 


A  FULL  LINE. 


FIRST-CLASS  ONLY. 


J.  T.  SMITH  &  CO. 

"Warerooms 222  to  228  Devonshire  Street. 

Manufactory •    2170  to  2178  Washington  Street. 

BOSTON,  MASS. 


Advertisement  made  up  expressly  for  Messrs.  J.  T.  Smith  &  Co.,  IJoston,  ilhistratinj;  plam  standmg 
business  advertisement,  set  entirely  in  Antique  Roman  type  series.  The  enRravrng  would  cost,  on  wood, 
about  Sis.oo;  photo-engraved,  not  including  original  drawing,  about  ^.^oo.  W.  1  print  we  l  in  almost  any 
newspaper.  The  cut  not  only  is  effective  as  illustrative  of  the  carriage  business,  but  from  the  peculiarity  of 
the  vehicle  pictured. 


JVtai^ufacturcrs^  Certificate  ai^d  Warrai^ty. 


This  is  to  certify,  that  pianoforte 


NO. 


15009 


FROM  nATR^^W'''^'  manufactured  by  us    and  is  warranted  for  the  term  of   FIVE  YEARS 
th^?hL?  fi  /r  ^"^  "^1^*^,^"  ^o'-kmanship,  material,  or  performance,  under  fair  usatje  durCig 

dampnels  exceed  '  "'     "^'^  °""'''"  responsible,  the  effects  of  extreme  heat  and  cold  o? 


[Signed] 


<^  <^.  .^tj^  ^  <^. 


MANUFACTURERS  OF  GRAND,  UPRIGHT.  AND  SQUARE 

PIANO-FORTES 


5    APPLETON   STREET.    BOSTON.   MASS. 


%\t  ^^tti  torh  ©rikti^. 


NEW  YORK,   APRIL  24,   1888. 


Our  manufacturers  can  therefore  justly  claim  to  lead  the  world  in 
this  department  of  mechanical  skill.  As  an  illustration  may  be 
cited  the  house  of  C.  C.  Briggs  &  Co.,  Boston,  the  popularity  of 
whose  instruments  is  due  to  the  ar.plication  of  scientific  principles 
of  construction.  While  old  notions  may  be  respected  so  long  as 
they  are  of  value,  advancement  would  be  retarded  by  excessive 
conservatism.  The  Briggs  piano  has  been  praised  by  many  com- 
peteut  j  udges. 


Advertisement  prepared  expressly  for  the  Briggs  Piano,  illustrating  combination  of  reproduction  of 
certificate  and  newspaper  squib,  and  brief  business  card.  Must  occupy  double  column,  not  less  space  tl,an 
above,  upwards  to  any  size  of  space.  ^ 


148 


ABOUT  ADVERTISIXG. 


DDI>r,  in  SSSS      III 

DDufCD  111  sssss    m 

1)1)  I'd  111  ss 

i>  111 


1)1) 

1)1)  t^D  111 
DDDi^D  111 
DDD 


III 

SSS       111 

ss     111 

sssss     111 

III     SSSS 


NNN  X 
NN  N  N 
NN  N  N 
NN  NN 
NN     NN 


Antiseptic  and  Deodorizer. 
Instantaneous    and    Odorless. 


For  Universal  Use. 


Destroys   and    Prevents    Bad 
Smells,  Cholera,  Fever, 

Bronchitis,  Diphtheria,  Sniall- 
Pox,  etc. 

Does  not  Stain  or  Injure  Per- 
sons or  Fabrics. 

Superior  to  Carbolic   Acid    or 

Chloride  of  Lime,  and 

has  no  equal. 

Cheap,  Harmless,  Clean,  Rapiil, 
Effective,  Sure. 

A  Household  Necessity. 

No  family  should  be  without  it. 


PURPOSES 
PURPOSES 


PURPOSES 
PURPOSES 


SSSS 
SSSSS 

ss 

SSS 

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sssss 
s.sss 


AAA 

AAA 

AAAA 

A  A  A  A 

AA   AA 

A. A.     A  A 


THE   NEW 


FFFF     EEEE       CCCC      TTTTT 
FFFF     EEEE     CCCCC    TTTTT 


FF 
FFF 
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CC 
CC 
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EEEE       CCCC 


PPPPPPPPPPP 

PPPPPPPPPPI'P 

PPP  PPP 

PPP  PPP 

PPPPPPPPPPPP 

PPPPPPPPPPP 

PPP 

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IIITII 
Illlll 

mill 
iiiiii 
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mill 
mm 
mm 

TTTTTTTTTTTTT 
rrTTTTTTTTTTT 

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YYY  YYY 

VYY  YYY 

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NN  NN 
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For  Private  and  Public  Places. 


Ill  Fish  and  Provision   .Stores, 

Cellars,   Night-Chair.s, 

Sinks,  Vaults, 

Urinals,  Drains,  Water  Closets, 
Markets,    Steamers, 

Slaughter-Houses,  Stables,  Pig- 
Sties,  Sheep  and  Cattle 
Pens, 

Railroad  Cars,  Breweries,  Dis- 
tilleries, Barrels. 


Price,  50  Cents  per  Bottle. 

For    sale    by    Druggists  and 
Grocers. 


Sold    in    Bottles,    Jugs,   Kegs, 
and   Barrels. 

Prices  furnished  on  application. 


AAA 

AAA 

AAAA 

AA  AA 

AA    AA 

AA     AA 

AA       AA 


RRRRR 
RRRKRR 
RK       RK 
RRRKK 
RRRR 
RR    RR 
RK       RR 


YY        YY 
YY     YY 
YY  YY 
YYY 
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YY 
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PURPOSES 
PURPOSES 


PURPOSES 


PURPOSES 


MANUFACTURED  BY  THE  EGYPTIAN  CHEMICAL  CO.,   BOSTON,  MASS. 


Advertisement  written  and  arranged  expressly  for  the  Egyptian  Chemical  Co.,  Boston.  Set  entirely 
in  Nonpareil  type.  Will  look  better  set  in  much  more  space.  Must  be  in  double  column.  The  combination 
letters  stand  out  more  distinctly  at  a  distance.     Will  print  well  anywhere. 


SAMPLES.  149 

IF    YOU    WISH    TO    INCREASE    TRADE,    TELL    THE 
PEOPLE    WHAT    YOU    SELL  ! 


MORE  THAN  SEVENTY-FIVE  MILLION  PASSENGERS  carried  annually  by 
the  Cars  of  the  Broadway  and  Seventh  Avenue,  Third  Avenue,  Belt  Line,  and 
the  Cable  Cars  of  New  York  City. 

Nearly  ONE-TWENTIETH  of  the  population  of  the  United  States  live  in  and 
around  New   York  City,  and  use  the  HORSE  CARS  frequently  and  constantly. 


SPECIAL    PROPOSALS. 

■^T*-  S  we  are  often  asked  how  much  advertising  in  Horse  Cars  can  be  secured  in  New  York  City  for  a 
/\       given  expenditure    we  submit  below  i)ro[.osals  for  advertising,  which  we  will  lurnisli  for  various 
J  JLj    funis.     Those  desiring  to  spend  smaller  amounts  will  tiud  it  to  their  interest  to  advertise  on  only 
one  or  two  lines. 

WHAT  CAN   BE  DONE  WITH   $600. 

For  ?t)00  we  will  put  one  panel  each  in  120  cars  for  1  year,  dl.stribnted  a.s  follows: 

Kroadwav,  30  cars.      Third  Avenue,  50  cars.      Seventli  Avenue,  14  cars.      Belt  I.ine,  36  cars. 

These  cars  carry  DURING  this  period,  15,400,000  passengers. 

WHAT  CAN  BE  DONE  WITH   $720. 

For  $T20  we  will  put  one  panel  each  in  144  cai-s  for  1  year,  distributed  as  follows: 
lUoadway,  25  cars.      Third  Avenue.  GO  cars.      Seventh  Avenue,  15  cars.      Belt  Line.  44  cars. 

These  cars  carry  during  this  period,  18,720,000  passengers. 

WHAT  CAN   BE  DONE  WITH   $900. 

For  S90?)  we  will  put  one  panel  each  in  180  cars  for  1  year,  distributed  as  follows: 
Broadway,  30  cars.      Third  Avenue,  72  cars.     Seventh  Avenue,  18  cars.     Belt  Line,  GO  cars. 

These  cars  carry  during  this  period,  23,400,000  passengers. 

WHAT  CAN   BE  DONE  WITH   $1,200. 

For  gl.sno  we  will  put  one  i)anel  each  in  240  cars  for  1  year,  distributed  as  follows: 
Broadway,  40  cars.      Third  Avenue,  9G  cars.      Seventh  Avenue,  24  cars.      Belt  Line,  80  cars. 

These  cars  carry  during  this  PEUIOD,  31,200,000  passengers. 

WHAT  CAN   BE   DONE  WITH   $1,500. 

For  )?1.500  wp  will  put  one  panel  each  in  300  cars  for  I  year,  distributed  as  follows; 

Broadway,  50  cars.     Third  Avenue,  130  cars.     Seventh  Avenue,  30  cars.     Belt  Line,  lOO  cars. 

These  cars  carry  during  this  period,  39,(MM>,000  passengers. 

The  foregoing  figures  are  given  for  illustration.  It  often  occurs  that  we  are  short  of  space  on  some 
one  or  more  lines.  In  such  case  we  arrange  the  nearest  to  above  distribution  we  can,  considering  the 
wishes  of  our  patrons.      Rates  for  any  single  line  furnished  upon  application. 


CHAS.     K:.     HArvlNlITX    &     CO. 

731      BROADWAY,    NEW     YORK. 


The  above  genuine  advertisement  is  an  excellent  sample  of  a  crowded  advertisement  without  material  loss 
of  effectiveness.  When  necessary  to  force  abundance  of  matter  into  small  space,  let  tlie  head  and  catch  lines 
be  particularly  prominent  and  clear,  and  tell  in  themselves  a  part  of  the  story ;  the  intervening  lines  to  be  set 
in  small  and  generally  unleaded  type. 


ISO  ABOUT  ADVERTISING. 

Here   since   '58. 

Jewelry, 

Silver-Plated  Ware, 

Swiss  and  iVmerican 

Watches  ^^^  Watch  Cases. 


Importers  and  Wholesale  Dealers. 


M.  T.  Ouimby  &  Co. 


14  Hanover  St.,  Boston,  Mass 


Advertisement  arranged  expressly  for  Messrs.  M.  T.  Ooimby  &  Co.,  Boston.  With  exception  of  top 
line,  set  entirely  in  type  of  same  series.  Similar  effect  would  be  given  if  set  in  series  of  other  faces.  Should 
occupy  double  column. 


SAMPLES. 


151 


A  WORD  WITH  YOU 


A  Tf.fj     YO  JJ  '**  business  f     Do  you   expect  to  he  ? 
=    Are  you  ambitious?     Do  you  read? 


J^jp"   ^0  You  should   most   emphatically  he  a 

reader   of  a  paper  puhlished    to  fit 

the  requirements  of  your  ease. 


The  JBooh-Keeper 

A  live,  ha7idsome  eight-page 
monthly  journal,  is  an  exponent  of  the  hest  modern  business  methods,  and 
should  he  read  by  any  and  every  one  in  any  way  connected  with  business 
or  business  affairs. 

To  the  young  man  who  is  anxious  to  make  his  business  life  a  suc- 
cess, THE  BOOK-KEEPER  will  be  found  invaluable. 

Subscription  price,  50  cents  per  year.     Sample  copies  free. 

THE   BOOKKEEPER    CO,,  Publishers, 

DETROIT,  MICH. 


i^^  A  copy  of  our  "  wonderful  book,'"  a  handy  office  manual,  con- 
taining actually  one  million  facts  and  fifty  full-page  colored  maps,  will 
be  sent  free  to  all  new  subscribers  who  mention  where  they  saw  this 
advertisement. 


Sample  of  genuine  announcement  of  "  The  Book-Keeper,"  of  Detroit,  Mich.,  set  in  modern  italic,  to 
occupy  space  of  not  less  than  5  inches  double,  or  8  inches  single,  column.  Corner  silhouette  engraving  will 
show  up  well  with  any  quality  of  printing.  Wood-cut  ot  it,  includmg  drawing,  costs  about  §3;  photo- 
engravmg,  including  drawing,  about  ^2.50.     Will  also  look  well  set  in  single  column. 


152  ABOUT  ADVERTISING. 


Pork,  Live  ^"^ 

Beef,  Dressed 

Lard,  Hogs, 

Hams,  Pure 

Bacon,  Lard. 

Pure  Pepsin. 


Special    Attention     F*aid.    to    Orders    for    Export. 


CHARLES  H.  NORTH  &  CO., 

CHARLES  H.  NORTH.  Packcrs  aHcl  Ciirers,  ^  ''^""^^  skilto.n. 

33     AND     34     MORTH     IvIARIvEX  STREET, 
BOSTON,     MASS. 


Advertisement  arranged  for  Messrs  Charles  H.  North  &  Co.,  Boston,  illustrating  series  of  indented 
headings,  and  Antique  and  Old  Style  Roman  type.  Should  occupy  not  less  than  6  inches  of  single  column  ; 
looks  better  in  double  column  ;  can  extend  to  any  length  of  space. 


SAMPLES. 


153 


^ 


sS<  ^^^^^y. 


ACCIDENTS   OF 


Travel,  Sport,  or  Business, 

ARE    INSURED    AGAINST    BY 


TRAVELERS 


'^v&9^4^  Insurance 

^,  CoN^-    j   ^OMPANY. 

r-j I  >  ^ij^o^--    '         ORIGINAL 

V--'  ACCIDENT  COMPANY 


f  OF  AMERICA. 

LARGEST  IN  THE  WORLD; 

ALSO, 

BEST  OF  Life  Companies. 

Lowest  Rates  Consistent  with  Securitj. 

Its  RESouRGErrav  A^g.l^E^ 

the  most  enormous  mass  of  claims  that 
even  great  railroad  and  steamboat  acci- 
dents call  bring  upon  it.  PAYS  ALL 
CLAIMS,  without  discount,  immedi- 
atelj-  on  receipt  of  satisfactory  proofs 
MOST  LIBERAL  N()N-PX)KF'EITURE 
provisions  in  all  its  policies. 

PAID  policy-holders"  $15,500,000. 

Assets,  $9,847,000. 

Surplus.  $1,944,000. 

JAS.  e.  BATTERSON,  Pre..       IIOD.NEV  DENMS,  Sec. 
JOHN  E.  MORRIS,  A«s't  Sec. 


X        X 


X      X      X      X      X      X 


When  two  brands  of  the  same  sort  of 
goods  are  selling  side  by  side  in  the  market, 
one  bringing  double  the  price  of  the  other, 
what  is  it  that  enables  the  former  to  find 
sale?  Always,  because  it  is  wortli  that 
much  more ;  because  it  will  wear  longer,  do 
better  service  while  it  lasts,  keep  one  satis- 
fied with  his  purchase  instead  of  kicking 
himself  for  a  fool  all  the  time  he  has  it,  be 
reliable  at  the  sharpest  emergency  instead 
of  liable  to  give  out  just  when  it  is  needed 
most.  And  the  concern  dealing  in  such 
goods  has  to  charge  more  for  them,  because 
it  costs  more  to  make  them.  That  is  exactly 
why  The  Travelers  charges  more  for  its 
Accident  Policies  than  its  competitors,  why 
they  are  worth  more,  and  why  it  can  get 
more  and  do  a  greater  business  than  they 
despite  its  higher  rates.  The  rates  are  the 
lowest  that  permanent  surety  of  paying  all 
claims  when  due  will  justify.  It  [)aid  claim- 
ants about  $1,400,000  in  1887,  and  has 
paid  them  over  .SIS.OOO.OOO  altogether. 
"  Moral :   Insure  in  The  Travelers." 


XXXXXXXXXX 


154 


ABOUT  ADVERTISIXG. 


ILLUSTRATIONS   FOR    ADVERTISING 
.     .     .     .     AND   PRINTING     .     .     .     . 


THE    MOST    IMPROVED    ZINC-PLATE    PHOTO-ENGRAVING    PROCESS. 


•       •       •       •       OUTLINE   OR   ARTISTIC   CUTS.      .       •      •      . 
SHARP,    DEEPLY  CUT,    DURABLE,   CLEAR    IMPRESSIONS. 


NEWSPAPER    ILLUSTRATIONS    A    SPECIALTY. 
QUICK   PROCESS. 


//orr/son  c5i^an 
cS>^ephen  J-  Mou/fon 


Hall  Market 


T  E  i_  E:  f=  •— '  O  rvl  E     CO  i^  rxi  E  CT  I  Or^ 


The  above  is  a  sample   of  our   imitation   of  lithograi)liic   work,  a  method 
resultintr  in  beautiful  effect  without  the  expense  of  lithography 


BOSTON     ENGRAVING    COMPANY, 


ESTIMATES   AND   SAMPLES   CHEERFULLY   FURNISHED. 
CORRESPONDENCE  SOLICITED. 


227  Tremont  Street,  Boston,  Mass. 


Advertisement  prepared  expressly  for  Boston  Engraving  Co.  The  engraved  design  costs  about  ?i2,  and 
must  be  printed  carefully  with  good  ink  on  good  paper  or  card.  Work  of  this  class  is  recommended  to  those 
who  desire  an  ine.xpensivc  substitute  for  steel  or  copper-engraving,  or  lithography.  Plates,  similar  in  size, 
but  engraved  for  newspaper  or  ordinary  commercial  printing  cost  considerably  less. 


SAMJ'LES. 


155 


THE  ONLY  SUCCESSFUL  HEEL-SLUGGING  MACHINE 


Can    use 


any  form 


or    size 


of  slug, 


Brass    or   Steel. 


MAN   AND  HIS   SHOES. 


Slugs    more 


evenly, 


better,  and 


much   cheaper 


than    by   hand. 


Fastest  running. 


How  much  a  man  is  like  his  shoes  ! 

For  instance,  both  a  soul  may  lose; 

Both  have  been  tanned;    both  are  made 
tight  — 

By  cobblers ;  both  get  left  and  right. 

Both  need  a  mate  to  be  complete ; 

And  both  are  made  to  go  on  feet. 

They  both  need  heeling;  oft  are  sold, 

And  both  in  time  will  turn  to  mould. 

With  shoes  the  last  is  first ;  with  men 

The  first  shall  be  the  last ;  and  when 
The  shoes  wear  out  they're  mended  new ; 
When  men  wear  out  they're  men  dead  too! 
They  both  are  tread  upon,  and  both 
Will  tread  on  others,  nothing  loth. 
Both  have  their  ties,  and  both  incline, 
When  polished,  in  the  world  to  shine  ; 
And  both  peg  out.    Now,  would  you  choose 
To  be  a  man  or  be  his  shoes  ? 


Will    slug 


800    to    1200 


pairs    a    day. 


A    perfect    heel. 


Seat  nailer. 


Uses  continuous 


corrugated 


steel    or 


iron   wire. 


Cuts   off  nails 


Automatically. 


FOR    PRrCES    AND    TERMS    INQUIRE    OF 


THE  WIRE-GRIP  FASTENING  COMPANY. 


O.  E.   LEWIS,  Manager. 


104  HIGH  STREET,  BOSTON. 


Advertisement  arranged  expressly,  for  the  Wire-Grip  Fastening  Co.,  Boston,  illustrating 
It  of  bix-to-Pica  brass  rules,  enclosing  heavy-face  type.  " 


156  ABOUT  AD  VER TISIXG. 

East,  North,  and  West. 

North- West  and  South- West, 

General  Expressing^ : 

Quick  Time.  Prompt  Delivery.  Posi- 
tive Security.  Through  Package  Trunk 
System.  Reasonable  Tariffs.  Over 
36,000  Miles  of  Railway.  6,000  Agen- 
cies. 

Foreig'n  Department: 

Speed.  Safety.  Economy.  To  England, 
Scotland,  Ireland,  Germany,  France, 
Belgium,  Australia,  India,  China,  Japan, 
New  Zealand,  Costa  Rica,  and  elsewhere. 

Money  Orders: 

Absolutely  Safe.  Convenient.  Cash- 
able in  over  10,000  Places.  Bankable. 
Provisions  for  Identifying  Strangers. 
Lost  Orders  Refunded.     Low  Rates. 

Trading*  by  Express: 

A  Great  Public  Convenience.  No 
Charge  except  Ordinary  Rates  for  Car- 
riage. No  Invasion  of  Local  Mercan- 
tile Interests. 

American  Express  Company. 


Advertisement  prepared  for  American  Express  Company,  illustrating  form  of  indented  catch-lines, 
with  explanatory  matter,  set  entirely  in  Modern  Roman  series.    Should  be  set  in  double  column. 


SAMPLES. 


157 


/V  corjstarjt  jlow   of  writirjg-irjk.'' 


The  to-be-dipped  pen  is  old-fashioned.  The  progressive  business 
man,  the  intelligent  professional  man,  the  live  clerk,  the  economical 
student,  everybody  realizes  that  at  least  ten  per  cent,  of  the  time  is 
wasted  in  dipping  the  pen. 

Tl?e  peerless  ?our)imr)  Pet) 

is  a  Perfect  Fourjtair)  Perj. 


Pen 

COMPANY.    V 


A  strong  statement,  and  a  true  one.     No  skipping  or  dropping  of  ink. 
Always  ready.     Continuous  flow  of  ink.      16-K  gold  pen. 

Gvery  Pet)  Fully  Quarai;)teed. 

Illustrated  catalogue  and  price-list  free. 

TfiZ    CI^OSS    PZfi    COJAP/KplY, 


Advertisement  prepared  for  the  Cross  "Pen  Company,  Boston,  illustrating  antique  display  with  plain 
Roman  type  reading  matter.  Must  occupy  double  column.  Cut  costs  on  wood,  including  drawing,  about 
^10  ;  photo-engraved,  not  including  drawing,  about  $2. 


TECHNICS. 


"  They  speak  a  various  language." 


Author's  Corrections.  —  The  correc- 
tions or  changes  made  in  proof  by  the 
author.  If  of  considerable  number  they 
will  be  charged  for  by  the  time  occupied 
in  making  them,  generally  at  the  rate  of 
fifty  cents  an  hour. 

Author's  Proof. —  Proof  sent  to  the 
writer. 

Bad  Copy. —  Manuscript  difficult  to  read. 
Write  proper  names  with  great  care. 

Bastard  Type. —  Type  which  has  a  face 
larger  or  smaller  than  its  regular  body  ; 
as  Minion  size  face  on  Brevier  body, 
or  Brevier  size  face  on  Minion  body. 

Blank  Line. —  Space  between  two  para- 
graphs the  depth  of  a  line  of  the  type 
in  which  the  page  is  set. 

Body. —  The  metal  which  supports  the 
face  of  a  type. 

Body-Type. —  That  class  of  type  generally 
used  for  the  reading  matter  in  news- 
papers and  books. 

Book  Paper. —  One  of  the  general  terms 
given  to  paper  of  various  size,  quality, 
and  finish,  to  distinguish  it  from  com- 
mon grades  called  news  paper.  The 
standard  size,  and  the  one  mostly  used 


for    books,  is    25x38   inches.      A    half 
sheet  is    19x25  inches. 

Brass  Rule. —  Strips  of  brass,  type  high, 
the  face  printing  a  straight  line,  or  a 
double  line,  or  various  ornamental 
lines. 

Break  Line. —  A  short  line;  the  end  of  a 
paragraph. 

Caps. —  Capital  letters. 

Chase.  —  The  iron  frame  which  holds  the 
type  while  being  printed. 

Clean  Proof.  —  Proof  requiring  few 
corrections. 

Close  Matter. —  Matter  containing  but 
few  break  lines  or  blank  lines,  and 
having  no  leads  between  the  lines. 

Composing  Stick. —  That  in  which  type 
is  set. 

Composition. —  The  setting  of  type  into 
words,  and  arranging  them  into  lines, 
etc.  Also  a  term  applied  to  the  material 
of  which  the  inking  rollers  are  made. 

Copy. —  A  term  applied  to  the  manuscript, 
print,  or  design  handed  the  printer. 

Cuts. —  The  printer's  term  for  all  engrav- 
ings used  for  illustrations. 


TECHNICS. 


159 


Display. —  The  prominence  given  to 
certain  words  in  the  body  of  a  work  by 
using  heavier  faced  type.  The  arrange- 
ment of  lines  in  various  shapes  and 
lengths,  with  different  sizes  and  faces  of 
type,  as  is  customary  in  job  work  or 
advertisements. 

Duodecimo. —  Half  sheet  of  book  paper, 
(19x25  inches),  folded  into  twelve 
leaves  (twenty-four  pages),  makes  a 
book  called  Duodecimo.  i8mo.,  iS 
leaves,  36  pages.  24/;w.,  24  leaves, 
48  pages. 

Electrotype.  —  A  duplicate  of  type 
matter  or  engraving  made  into  a  solid 
body.  The  surface  of  an  electrotype  is 
copper  under-filled  with  type  metal. 

Em. —  The  square  of  a  type  body.  The 
cost  of  reading  matter  composition  is 
reckoned  on  the  basis  of  ems. 

Fat. —  Applies  to  leaded  or  other  matter 
which  is  open  and  easy  to  set. 

Folio. —  Half  sheet  of  book  paper  (19x25 
inches),  folded  into  two  leaves  (four 
pages),  makes  a  book  called  Eoh'o. 
Also  applied  to  running  number  of 
pages  in  a  book. 

FooT-NoTE.  —  Printed  matter  at  the 
bottom  of  the  page,  usually  set  in  small 
type  preceded  by  a  reference  mark, 
corresponding  with  a  similar  mark  in 
the  text. 

FOR.M. —  A  page  of  type,  or  a  series  of 
pages,  securely  tightened  in  a  chase, 
ready  for  the  press  or  the  electrotyper. 

Galley. —  An  oblong  movable  tray  on 
which  the  type  is  deposited  after  it  is 
set. 

Galley  Proofs  are  generally  the  first 
proofs  furnished  in  book  or  catalogue 
work. 


Half  Sheet. —  Referring  to  book  paper 
signifies  a  sheet    19x25  inches. 

Imposixg.—  Arranging  type  matter  for  the 
press. 

Indextatiox.— The  space  at  the  com- 
mencement of  a  paragraph. 

Job  Prixtixg.  —  Generally  applied  to 
small  commercial  work  as  distinct  from 
book  or  large  catalogue  pMnting. 

Leaded  Matter. —  Typeset  with  leads 
between  the  lines. 

Leaders.  —  Dots  or  hyphens  placed  at 
intervals  to  guide  the  eye  between  two 
points. 

Leads.  —  Thin  strips  of  metal  cast  to 
various  thicknesses,  for  spacing  between 
lines.  The  leads  in  common  use  are 
called  Six-/o-Picz;  that  is,  six  leads 
occupy  the  space  of  the  depth  of  one 
Pica  line,  or  thirty-six  to  the  inch. 

Leax. — Type  set  close  and  solid. 

Lean  Type.  —  Thin  type. 

Letter  Press.  —  Printing  from  movable 
types. 

Live  Copy.  —  Manuscript  waiting  to  be 
set  in  type. 

Lower  Case.  —  Type  case  containing 
small  letters,  figures,  etc.  Also  applied  to 
small  letters  in  general. 

Matrix.  —The  mould  of  a  type. 

Matter. —  L/ve  matter,  type  set  to  be 
printed.  Standing  matter,  type  held  to 
be  used  again.  Dead  matter,  type  to 
be  distributed. 

MoDERX  RoMAX.  —  Reading  matter  type 
generally  of  slightly  heavier  face  than 
Old  Style  Roman. 

Ms.  —  Manuscript. 

Octavo.  —  Half  sheet  of  book  paper 
(19x25   inches),   folded  in   eight  leaves 


i6o 


ABOUT  ADVERTISING. 


( sixteen   pages ),  makes   a   book   called 

Octavo. 
Old  Style    Roman.  —  Reading     matter 

type  of  generally  light  or  open  face. 
Open  Matter. —  Matter  with  many  par- 
agraphs and  wide   spaces   between   the 

lines. 
Patent      Insides       or       Outsides. — 

Applied  to  tljat  portion  of  some  country 

newspapers  which  is  printed  at  a  central 

office. 
Pi. —  Mixed  up  type. 
Plates. —  Electrotypes  or  stereotypes. 
Press  Work. —  Printing. 
Quad  [Quadrat].  —  An  en  space  or  longer, 

used   to   fill   out   lines,   and   sometimes 

placed  between  words. 
Quarto. —  Half  sheet  of  book  paper  (  19X 

25  inches  ),  folded  into  four  leaves  (  eight 

pages  ),  makes  a  book  called  Quarto. 
Reprint     Copy. —  Copy     made     up     of 

printed  matter. 
Revise. —  Proof    after    corrections    have 

been  made. 
Roman  Type. —  Type   used    for    reading 

matter. 


Slug. —  A  thick  lead. 

Small  Caps. —  Small  capital  letters. 

Solid. —  Type  set  without  leads. 

Spaces. —  Blanks  used  between  words. 

Stereotypes. —  Duplicates  of  type  mat- 
ter cast  in  a  solid  body.  Stereotypes 
are  cast  from  inferior  type  metal,  and 
are  not  near  as  durable  as  electrotypes. 

Stet. —  When  written  opposite  an  erro- 
neous correction  in  proof  signifies  that 
no  attention  is  to  be  paid  to  that  marked 
correction. 

Stick-. —  Composing  stick.  Also  applies 
to  about  two  inches  depth  of  set-up 
type. 

Tr. —  Transpose. 

Upper  Case. —  Type  case  containing 
capital  and  small  capital  letters,  etc. 
Also  applied  to  capital  letters  in  general. 


One  line  drawn  beneath  words  in  copy  signi- 
fies to  be  set  in  Italics  j  two  lines,  small 
capitals;      three    lines,    CAPITALS. 

A  circle  drawn  around  numerals  in  news- 
paper copy  signifies  to  be  spelled  out  in 
letters. 


